Advance Business Communication - Chapters 1 & 2 PDF

BUSINESS COMMUNICATION: AN INTRODUCTION 1.1 INTRODUCTION 1.2 ROLE OF COMMUNICATION IN BUSINESS 1.3 DEFINITIONS OF COMMUNICATION 1.4 PURPOSE OF COMMUNICATION 1.5 T HE COMMUNICATION SITUATION 1.6 T HE COMMUNICATION PROC...

BUSINESS COMMUNICATION: AN INTRODUCTION 1.1 INTRODUCTION 1.2 ROLE OF COMMUNICATION IN BUSINESS 1.3 DEFINITIONS OF COMMUNICATION 1.4 PURPOSE OF COMMUNICATION 1.5 T HE COMMUNICATION SITUATION 1.6 T HE COMMUNICATION PROCESS/CYCLE 1.1 INTRODUCTION The word “communication” derived from the Latin word ‘communicare’ that means to impart, to participate, to share or to make common. It is a process of exchange of facts, ideas, opinions and as a means that individual or organization share meaning and understanding with one another. In other words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes. It is the ability of mankind to communicate across barriers and beyond boundaries, that has ushered the progress of mankind. It is the ability of fostering speedy and effective communication around the world, that has shrunk the world and made ‘globalization’ a reality. Communication had a vital role to play in ensuring that people belonging to a particular country or a culture or linguistic group interact with and relate to people belonging to other countries or culture or linguistic group. Communication adds meaning to human life. It helps to build relationship and fosters love and understanding. It enriches our knowledge of the universe and makes living worthwhile. 1.2 ROLE OF COMMUNICATION IN BUSINESS The term business communication is used for all messages that we send and receive for official purpose like running a business, managing an organization, conducting the formal affairs of a voluntary organization and so on. Business communication is marked by formality as against personal and social communication. The success of any business to a large extent depends on efficient and effective communication. It takes place among business entities, in market and market places, within organizations and between various group of employees, owners and employees, buyers and sellers, service providers and customers, sales persons and prospects and also between people within the organization and the press persons. All such communication impacts business. Done with care, such communication can promote business interests. Otherwise, it will portray the organization in poor light and may adversely affect the business interest. Communication is the life blood of any organization and its main purpose is to effect change to influence action. In any organization the main problem is of maintaining effective communication process. The management problem generally results in poor communication. Serious mistakes are made because orders are misunderstood. The basic problem in communication is that the meaning which is actually understood may not be what the other intended to send. It must be realised that the speaker and the listener are two separate individuals having their own limitations and number of things may happen to distort the message that pass between them. When people within the organization communicate with each other, it is internal communication. They do so to work as a team and realise the common goals. It could be official or unofficial. Modes of internal communication include face-to-face and written communication. Memos, reports, office order, circular, fax, video conferencing, meeting etc. are the examples of internal communication. When people in the organization communicate with anyone outside the organization it is called external communication. These people may be clients or customers, dealers or distributors, media, government, general public etc. are the examples of external communication. Communication is the life blood of the business. No business can develop in the absence of effective communication system. Communication is the mortar that holds an organization together, whatever its business or its size. When people within the organization communicate with each other, it is internal communication and when people in the organization communicate with anyone outside the organization it is called external communication. Ability to work well in teams, to manage your subordinates and your relationship with seniors, customers and colleagues depends on your communication skill. Exhibit: 1 1.3 DEFINITIONS OF COMMUNICATION Communication may be defined as interchange of thought or information between two or more persons to bring about mutual understanding and desired action. It is the information exchange by words or symbols. It is the exchange of facts, ideas and viewpoints which bring about commonness of interest, purpose and efforts. American Management Association defines, ‘Communication is any behaviour that results in an exchange of meaning’. Peter Little defines communication as, ‘Communication is the process by which information is transmitted between individuals and/or organizations so that an understanding response result’. Newman and Summer Jr. state that, ‘Communication is an exchange of facts, ideas, opinions or emotions by two or more persons’. According to Keith Davis, ‘The process of passing the information and understanding from one person to another. It is essentially a bridge of meaning between the people. By using the bridge a person can safely across the river of misunderstanding’.  Business Communication: An Introduction / 3 Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does, when he wants to create an understanding in the mind of another. It involves a systematic and continuous process of telling, listening and understanding’. Therefore, the main purpose of communication is to inform, or to bring around to a certain point of view or to elicit action. 1.4 PURPOSE OF COMMUNICATION 1. For instruction: The instructive function unvarying and importantly deals with the commanding nature. It is more or less of directive nature. Under this, the communicator transmits with necessary directives and guidance to the next level, so as to enable them to accomplish his particular tasks. In this, instructions basically flow from top to the lower level. 2. For integration: It is consolidated function under which integration of activities is endeavoured. The integration function of communication mainly involves to bring about inter-relationship among the various functions of the business organization. It helps in the unification of different management functions. 3. For information: The purposes or function of communication in an organization is to inform the individual or group about the particular task or company policies and procedures etc. Top management informs policies to the lower level through the middle level. In turn, the lower level informs the top level the reaction through the middle level. Information can flow vertically, horizontally and diagonally across the organization. Becoming informed or inform others is the main purpose of communication. 4. For evaluation: Examination of activities to form an idea or judgement of the worth of task is achieved through communication. Communication is a tool to appraise the individual or team, their contribution to the organization. Evaluating one’s own inputs or other’s outputs or some ideological scheme demands an adequate and effective communication process. 5. For direction: Communication is necessary to issue directions by the top management or manager to the lower level. Employee can perform better when he is directed by his senior. Directing others may be communicated either orally or in writing. An order may be common order, request order or implied order. 6. For teaching: The importance of personal safety on the job has been greatly recognized. A complete communication process is required to teach and educate workers about personal safety on the jobs. This communication helps the workers to avert accidents, risk etc. and avoid cost, procedures etc. 7. For influencing: A complete communication process is necessary in influencing others or being influenced. The individual having potential to influence others can easily persuade others. It implies the provision of feedback which tells the effect of communication. 8. For image building: A business enterprise cannot isolate from the rest of the society. There is interrelationship and interdependence between the society and an enterprise operating in the society. Goodwill and confidence are necessarily created among the public. It can be done by the communication with the different media, which has to project the image of the  firm in the society. Through an effective external communication system, an enterprise has to inform the society about its goals, activities, progress and social responsibility. 9. For employee’s orientation: When a new employee enter into the organization at that time he or she will be unknown to the organization programs, policies, culture etc. Communication helps to make people acquainted with the co-employees, superior and with the policies, objectives, rules and regulations of the organization. Fig. 1.1: Purpose of Communication 10. Other: Effective decision-making is possible when required and adequate information is supplied to the decision-maker. Effective communication helps the process of decisionmaking. In general, everyone in the organization has to provide with necessary information so as to enable to discharge tasks effectively and efficiently. 1.5 THE COMMUNICATION SITUATION The communication situation is said to exist when There is a person (sender/transmitter) who wants to pass some information; There is another person (receiver) to whom the information is to be passed on;  Business Communication: An Introduction / 5 The receiver partly or wholly understands the message or information passed on to him; The receiver responds to the message or gives feedback. These four components are essential for communication. 1.6 THE COMMUNICATION PROCESS/CYCLE The transmission of sender’s ideas to the receiver and the receiver’s feedback or reaction to the sender constitute the communication cycle. The process of communication begins when one person (the sender) wants to transmit a fact, idea, opinion or other information to someone else (the receiver). This facts, idea or opinion has meaning to the sender. The next step is translating or converting the message into a language which reflects the idea. That is the message must be encoded. The encoding process is influenced by content of the message, the familiarity of sender and receiver and other situation of factors. After the message has been encoded, it is transmitted through the appropriate channel or medium. Common channel in organization includes meetings, reports, memorandums, letters, e-mail, fax and telephone calls. When the message is received, it is decoded, by the receiver and gives feedback to the sender as the conformation about the particular message has been carefully understand or not. ELEMENTS OF COMMUNICATION The process of communication involves the following elements: 1. Sender or transmitter: The person who desires to convey the message is known as sender. Sender initiates the message and changes the behaviour of the receiver. 2. Message: It is a subject matter of any communication. It may involve any fact, idea, opinion or information. It must exist in the mind of the sender if communication is to take place. 3. Encoding: The communicator of the information organises his idea into series of symbols (words, signs, etc.) which, he feels will communicate to the intended receiver or receivers. 4. Communication channel: The sender has to select the channel for sending the information. Communication channel is the media through which the message passes. It is the link that connects the sender and the receiver. 5. Receiver: The person who receives the message is called receiver or receiver is the person to whom the particular message is sent by the transmitter. The communication process is incomplete without the existence of receiver of the message. It is a receiver who receives and tries to understand the message. Sender Message Encoding Channel Receiver Decoding Feedback Brain drain  Fig. 1.2: The Communication Process 6. Decoding: Decoding is the process of interpretation of an encoded message into the understandable meaning. Decoding helps the receiver to drive meaning from the message. 7. Feedback: Communication is an exchange process. For the exchange to be complete the information must go back to whom from where it started (or sender), so that he can know the reaction of the receiver. The reaction or response of the receiver is known as feedback. 8. Brain drain: On whole process there is a possibility of misunderstandings at any level and is called brain drain. It may arise on sender side if they do not choose the adequate medium for delivery of message, by using default channel and it may also arise when receiver does not properly decode the message. In other words, we can say that it is breakdown of cycle at any level. Exercise–1 1. How do you define communication? 2. What is the role of communication in management of business? 3. What are the different purposes of communication? Briefly explain any five of them. 4. Discuss the different situations when the communication exists. 5. “Communication is an exchange of facts, ideas, opinions and emotions by two or more persons.” Explain the statement and discuss the role of feedback in communication. 6. “Communication is the two way process.” Explain. 7. Discuss the elements of communication process. 8. Give three examples of brain drain in communication process.  COMMUNICATION AND ORGANIZATION STRUCTURE 2.1 FORMS OF COMMUNICATION 2.1.1 FORMAL COMMUNICATION 2.1.2 GRAPEVINE/INFORMAL COMMUNICATION 2.2 BARRIERS OF COMMUNICATION 2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION 2.4 GATEWAYS TO EFFECTIVE COMMUNICATION 2.5 SEVEN CS OF COMMUNICATION 2.5.1 SEVEN CS OF WRITTEN COMMUNICATION 2.5.2 SEVEN CS OF ORAL COMMUNICATION 2.1 FORMS OF COMMUNICATION Communication is divided into external and internal communication. External communications are those communications which are occurring outside the organization like communication with other companies, with government, general public etc. Internal communications are those which are inside the organization. Internal communications are further divided into two parts, formal or official and informal. Formal: Formal communication flows along prescribed channels which all members desirous of communicating with one another are obliged to follow. Informal: Along with the formal channel of communication every organization has an equally effective channel of communication that is the informal channel often called grapevine, because it runs in all directions—Horizontal, Vertical, Diagonal. It flows around water cooler, down hallways, through lunch rooms and wherever people get together in groups. 2.1.1 Formal Communication ADVANTAGES 1. It passes through line and authority and consequently ensures the maintenance of authority as well as accountability of the executives’ in-charge.  / 8 2. It helps to develop intimate relations between immediate boss and his subordinates. 3. It keeps uniformity in the dissemination of information. 4. It flows systematically and the information is trustworthy. 5. Source of information is known which creates harmony amongst the employees. COMMUNICATION ON THE BASIS OF REGULATION ON THE BASIS OF EXPRESSION FORMAL INFORMAL VERBAL NON VERBAL VERTICAL SINGLE CHAIN ORAL BODY LANGUAGE DOWNWARD UPWARD STAR CHAIN WRITTEN PARALANGUAGE HORIZONTAL CLUSTER SIGNS & SYMBOLS PROBABILITY CONSENSUS Fig. 2.1: Forms of Communications DISADVANTAGES 1. Increases the workload of various managers as communication is to be transmitted through them. 2. Widens the communication gap between the executives and employees at the lower level. 3. It is time consuming because it follows the scalar chain of authority. The communication flows from one authority level to another and it takes too much time. 2.1.1.1 Downward communication When the communication flows from higher level to lower level, it is called downward communication. Order, individual instructions, policy statements, circulars etc. fall under downward communication. BENEFITS 1. Helps to explain to subordinates the organizational plans, policies program and procedures, work methodology etc. necessary information for performing the job. 2. Helps to convey to the subordinates the expectations of management from them. 3. Acts as a mean to control the activities of the subordinates with active feedback. 4. Provides motivation to the subordinates. PROBLEMS 1. Sometimes the message may be distorted in the transmission from one level to another level. 2. If a particular authority is not present on the time of passing information it may leads to delay in transmission of the message.  / 9 3. Sometimes when the workload is unevenly distributed among the employees it creates overload or unload of work which causes dissatisfaction among the employees. Communication and Organization Structure How to make effective 1. Managers should be adequately informed. 2. Managers should be clear about how much to communicate. 3. Some authority should delegate to lower levels to shorten the line of communication. 4. Information should be passed on to the correct person. 2.1.1.2 Upward communication This communication flows the message from subordinates to superiors. It is reverse of the downward communication or communication flows from lower level to upper level. BENEFITS 1. Provides feedback to the superiors. 2. Introduction of new schemes without unduly opposition from the employees. 3. Helps in to promote harmony between the management and the employees. 4. Problems and grievances are redressed. PROBLEMS 1. Employees fear that their criticism may be interpreted as a sign of their personal weakness. 2. Bypassed superiors feel insulted which leads differences between the relationship of the superiors and employees. 3. Great possibility of message distortion. Methods/Channels of upward communication 1. Subordinates tell their problem and through discussion find out the solution for a particular problem with the help of superiors. 2. If employees having any complaint and suggestion about working environment, policy and procedure, peer group etc., then they write to management without giving identification of themselves and drop into the box. And the management frequently checks these grip boxes and find out the solution of problem. 3. It is very effective method of upward communication. Organization celebrates their anniversary, arrange sports meets for their employees, doing some kind of social welfare activities like plantation, providing food for flood affected areas etc. are the mode of social gathering where superiors and subordinates are at the same platform and share their emotions, feeling and thought more comfortably. 4. It is just opposite to grip box system. Here, identification of employee is not hidden. Any employee can write directly to the higher level about the problem which he/she had. 5. It emphasizes in the psychological aspect of human being. A superior act as counselor and he counsels the problem facing employees. Counseling does not mean that treating only problem facing employees but also for the better prospect or how employees do better in their workplace.  / 10 How to make effective 1. Superior should take initiative to get close to the subordinate staff. 2. Keeping the line of communication short as much as possible. 3. Timely redress the grievances of the employees.  Communication and Organization Structure / 11 2.1.1.3 Horizontal/Lateral communication This communication flows between persons at the same hierarchy level either of the same or other department or division of the organization. Fig. 2.2: Horizontal/Lateral Communication BENEFITS 1. It develops mutual trust and confidence amongst employees of same level which help in maintaining or promote understanding between similar position holders of different departments. 2. If employees at similar position communicate to each other for a given task it will create or develop the feeling of co-ordination among various departments. PROBLEMS 1. Sometimes it creates rivalry among employees of various departments. 2. Proximity shows the liking and disliking of an employee who is near by another in respect of space. Like in any organization HR department and Marketing department are near to each other then Manufacturing department. So proximity exists between HR and Marketing department and they favour each other as compared to Manufacturing department. 3. Biasing shows the liking and disliking of an employee due to religion, caste, family background, personality etc. Methods of horizontal communication 1. Face-to-face discussion: When individual communicate directly to another. Face-to-face communication minimises the problem of misinterpretation and quick feedback makes the communication more effectively. 2. Telephonic conversation: When the employees are busy with their work or they are sited far from each other than telephonic conversation become more relevant against face to face conversation. It saves time but sometimes congestion or disturbance and any other obstacles create delay and distort the message.  Communication and Organization Structure / 12 3. Periodical meeting: Periodical meeting means meeting between employees on weekly, monthly, quarterly, annually basis where all the members are assembled and discuss on predetermined issues. 4. Memorandum: Memorandum is a written form of communication which transmits between different departments in the same organization. It is also called inter office letter. 2.1.1.4 Consensus When a number of people irrespective of their status, sit down and confer with one another to arrive at a decision acceptable to all, it is called consensus. The format of these communications is predetermined and can not be altered. Consensus involves consultation 1. Chief executive takes up the problem and analysis it to understand. 2. Collect additional facts and information. 3. Try to find out various means to solve it. 4. Find alternatives. 5. He contacts the members individually or invites them to a meeting. 6. Problem is spelled out to the members. 7. To carefully listen all members view. 8. Arrived at solution. ADVANTAGES 1. Decisions are taken after consultation among various members; they find it easy to accept them. 2. It promotes harmony among the members of the group. If any conflict and split exits between members it will be carefully find out and try to solve it. DISADVANTAGES 1. Member is forced to subscribe to a view he doesn’t hold. 2. Sometimes it may project the false image of management because members think that management may not be able to handle their problem efficiently. 2.1.2 Grapevine/Informal Communication Factor responsible for the grapevine phenomenon 1. Feeling of certainty or lack of direction when the organization is passing through a difficult period. 2. Feeling of inadequacy or lack of self-confidence on the part of employee, leading to the formation of gaps. 3. Formation of a clique or favoured group by the managers, giving other employees a feeling of insecurity or isolation. 2.1.2.1 Forms of grapevine communication 1. Single chain: In this type of chain ‘A’ tells something to ‘B’ who tells it to ‘C’ and so on it goes down the line. This type of communication flows from one person to another person through single chain or communication flows one by one. When ‘A’ tells something to ‘B’ who tells it to ‘C’ and so on. One interesting fact comes out from this type of communication that when one  Communication and Organization Structure / 13 person passes certain information to other and they treat the message as confidential or secret which further communicated by another with same feeling of confidentiality and secrecy. Fig. 2.3a: Single Chain 2. Star chain: In this type of chain, person speaks out and tells everyone the information he/ she has obtained. This chain is often used when information or a message regarding an interesting but non job related nature is being conveyed. Sometimes it also called gossip chain. Fig. 2.3b: Star Chain 3. Cluster chain: In this type of chain ‘A’ tells something to a few selected individuals who again inform a few selected individuals. And the information flows in similar manner to other individual. Fig. 2.3c: Cluster Chain  Communication and Organization Structure / 14 4. Probability chain: The probability chain is a random process in which a transmission of the information to other in accordance with the laws of probability and then these tell still others in a similar manner. The chain may also be called random. Fig. 2.3d: Probability Chain MERITS 1. Under grapevine message travel or transmitted faster than any other form of communication because group formation is based on individual’s own liking and disliking. 2. It supports other channels of communication. 3. Feedbacks are quickly comes out from this type of communication. 4. When an individual communicates with other individual through grapevine it will develop the cohesiveness and maintain or promote harmony between members of group. 5. By using grapevine communication, employees feel emotional relief. Because they can communicate with other without the feeling of inadequacy and without threat of higher authority. DEMERITS 1. There is a great possibility of distortion of message between members of group. 2. Transmission of message depends upon willingness of sender and what method they used in grapevine which causes sometimes transmission of incomplete information. How to make effective 1. The managers should try to spot the leaders. So the harmful rumours do not reach the employees. 2. Involve the workers in the decision making process. 3. The management should immediately use the official channels to contradict the rumours. 2.1.2.2 Verbal communication Verbal communication is when we communicate our message verbally to whoever is receiving the message. It is of two types oral and written which had their own advantages and disadvantages. Oral communication: Oral communication is the communication where the message or information exchanges by spoken words. It can be done by both face to face and through mechanical devices. For more details, please refer to chapter 5. Written communication: Written communication is the communication where the message or information exchanges by written words. Letter, telegraph, fax, e-mail are examples of written  Communication and Organization Structure / 15 communication. Written communication guarantees that everyone concerned has the same information. It provides a long lasting record of communication for future. Written instructions are essential when the action called for is crucial and complex. To be effectual, written communication should be understandable, brief, truthful and comprehensive. For more detail, please refer to chapter no. 6. 2.1.2.3 Non-verbal communication Non-verbal communication is usually understood as the process of communication through sending and receiving wordless messages. Such messages can be communicated through gesture; body language or posture; facial expression and eye contact; object communication such as clothing, hair styles or even architecture; symbols and infographics. Speech may also contain non-verbal elements known as paralanguage, including voice quality, emotion and speaking style, as well as prosodic features such as rhythm, intonation and stress. Likewise, written texts have non-verbal elements such as handwriting style, spatial arrangement of words, or the use of emotions. For more details please refer chapter no. 6. 2.2 BARRIERS OF COMMUNICATION 1. Wrong Choice of Medium Each communication must be transmitted through an appropriate medium. An unsuitable medium is one of the biggest barriers to communication. Examples: When communication takes place in big organisation and departments or division are far from each other. If any manager wants to communicate with others for confidential matter than they opt written communication as compared to other medium of communication. So, it is required that medium should be accurate and if wrong or unsuitable medium is selected than it leads to the biggest barrier to communication. 2. Physical Barriers Noise—In factory, oral communication is rendered difficult by the loud noise of machines. Electronic noise interferes in communication by telephone or loud speaker system. The word noise is also used to refer to all kind of physical interference like illegible hand writing, bad photo-copies etc. Time and distance. — Congestion in telephone and network facilities. — People working in different shifts. — Faulty seating arrangement in a hall. 3. Semantic Barriers Interpretation of words A person interprets same word in a different meaning and this will cause barrier between the communications. Murphy and Peck in their book ‘Effective Business Communication’ mentioned, the little word ‘run’ has 71 meanings as a verb 35 as noun 4 more as an adjective. Bypassed instructions  Communication and Organization Structure / 16 Bypassing is said to have occurred if the sender and the receiver of the message attribute different meanings to the same word or use different words for the same meaning. “Take it to be our stockroom and burn it” In official language burn, it means to make more copies of the same document. Denotation & Connotations Words have two types of meanings denotative and connotative. Denotative—The literal meaning of a word is called its denotative meaning. It must inform and names objects without indicating any positive or negative. Connotative—It allows qualitative judgments and personal reactions. Like—Honest, cheap, sincere etc. Ex:—“He gave us cheap material”. “At this shop, they sell things cheap”. First, one is favourable connotation and second is unfavourable. To avoid this problem (By passed instruction and connotative meaning of words) the followings can be used: ❖ Prefer words which are familiar to the receiver. ❖ If words are unfamiliar to the receiver, we should make meanings clear the very first time we use it. ❖ We should choose words with positive rather than negative connotation. 4. Socio-Psychological Barriers Attitude and opinions The information which agrees with opinion and attribute of the individual is favourable for that particular individual. Emotions It plays an important role in the act of communication. If the sender is perplexed, worried, excited, afraid, nervous then he will not be able to organize his message properly. Closed Mind A person with a closed mind is very difficult to communicate with. We hold our opinion so rigidly that we just refuse to listen. Status-consciousness We are over-conscious of our lower or higher rank and do not express ourselves candidly. The source of information. We react according to the trust we repose in the source from which the communication originates. Faulty transmission Most of part in the message is lost in transmission. (In oral communication, something in the order of 30% of the information is lost in each transmission.)  Communication and Organization Structure / 17 Poor retention Oral message in particular are lost due to poor human retention ability. (Employees retain only about 50%) Fig. 2.4: Barriers of Communication 2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION It is very difficult to suggest a comprehensive list of vital features of system of communication. It will depend on the specific needs of the situation. The following guidelines or principles may be followed to achieve effective communication: 1. Clarity of message: The basic principle in communication is clarity. The message must be as clear as possible. No vagueness should creep into it. The message can be conveyed properly only if it is clearly formulated in the mind of the both sender and receiver. 2. Speed: A good system of communication must ensure a speedy transmission of message. The time taken to transmit a message to its destination and speed of the communication system should be considered on the basis of the urgency of communicating the message. If message not delivered at time it create problem for organization. 3. Two-way process: Communication is the two-way process that provides feedback to the sender from the receiver. Feedback refers to transmission of information concerning the effect of any act of communication. 4. Reliability: Communication starts on the basis of belief. This atmosphere is built by performance on the part of the expert. The receiver must have confidence in the sender. He must have a high regard for the source’s competence on the subject.  Communication and Organization Structure / 18 5. Completeness: Every Communication must be complete as adequate. Incomplete messages create misunderstanding, keep the receiver guessing and delay action. 6. Content: The message must be meaningful for the receiver, and it must be compatible with his value system. It must have significance for him. In general, people select those items or information which promises them the greatest rewards. The content determines the response of the audience. 7. Accuracy: The communication medium should ensure accuracy in the transmission of messages. Whatever medium chooses by the sender should be accurate for that particular kind of information which they want to send. 8. Capability: Communication must take into account the capability of the audience. Communications are most effective when they required the least effort on the part of the recipients. This includes factors like reading ability and receiver knowledge. 9. Economy: The communication system should be as much economical as possible. But efficiency of the system should not be sacrificed to achieve economy. 10. Secrecy: The communication system should ensure secrecy and there should be no leakage of information. It becomes more essential when messages are of confidential nature. 2.4 GATEWAYS TO EFFECTIVE COMMUNICATION Developing and maintaining a system of communication is the key job of any manager. The characteristics of a good communication system are discussed below: 1. Two-way channel: In communication, two parties are involved, namely, the sender or transmitter, and the receiver of the message. An effective communication demands two-way communication. It should be vertical, downward and upward. Therefore, a manager should thus not only to inform, instruct and order but should also be prepared to listen, understand and interprets. 2. Clarity of message: Clarity of facts, ideas, opinion in the mind of communicator should be clear before communicating. According to Koontz and Donnell, “A communication possesses clarity when it is expressed in a language and transmitted in a way that can be comprehended by the receiver.” 3. Mutual trust: A communication system may be considered excellent when mutual trust or understanding exists between sender and the receiver of the message. Existence of healthy interpersonal relation between the seniors and their subordinates is also an indicator of an adequate system of communication in any department or organization. 4. Timely message: Considerable attention should be given to the timeliness of communication. Old information is worse than none at all. 5. Consistency of message: Consistency can be achieved if the communicator keeps in his mind the objective, policies and program of the enterprise. It should not be conflicting with the previous communications; otherwise, it would create confusion and anarchy in the organization. 6. Good relations: The mode of communication should be chosen in such a manner that it does not hurt the feelings of the receiver. It should create proper understanding in their minds of the receiver which leads to develop and maintain the good relationship among the receiver and the sender.  Communication and Organization Structure / 19 7. Feedback: Feedback provides proper understanding of the message to the receiver. It helpful in making a two-way communication process. The sender must try to ascertain whether or not receiver properly understood the message. 8. Flexibility: The communication system should be flexible enough to adjust to the changing requirements. It should absorb new techniques of communication with little resistance. 2.5 SEVEN Cs OF COMMUNICATION 2.5.1 Seven Cs of Written Communication 1. Clarity Clarity of thought: It comes from a careful consideration of the objective, content and medium of communication. Clarity of Expression: 1. Use simple word, easy to understand words: Avoid them Use them Compensate Pay Facilitate Help Utilise Use 2. Use Single words for long phrases: Long Phrases Single Words At all times Always For the purpose of For Previous to Before On account of Because 3. Use verbs for nouns (its brings about simplicity and clarity): Using Nouns Using Verbs (Difficult) (Simple) Come to a conclusion Conclude Make a decision Decide Submit a proposal Propose Take into consideration Consider 4. Avoid double entry  Communication and Organization Structure / 20 Double entry Simple Actual fact Fact End result Result Period of one week One week Previous experience Experience 5. Avoid ambiguity: If your message can mean more than one ambiguous. Faulty punctuation causes the ambiguity. Go. slow work in progress Go slow. work in progress 6. Use short sentences: Use one sentence to express only one idea. If a sentence runs beyond 30 words, it is better to break it up into two sentences. 2. Completeness While answering a letter or in communication with other make it sure that you have answered the all question. Checking for the five w’s questions. Who What When Where Why 3. Conciseness Include only relevant facts Avoid repetition Organise your message well. 4. Consideration Adopt the you-attitude We-attitude You-attitude I want to express my Thank you for Sincere thanks for your kind words. The good words….. Avoid gender bias Avoid Use Chairman Chair person Policeman Police Sir/Madam 5. Courtesy In business we must create friendliness with all those to whom we write. Friendliness is inseparable from courtesy.  Communication and Organization Structure / 21 Answer the letters promptly. Omit irritating expressions. (You neglected, you irresponsible, you are unaware). Apologise sincerely for an omission/thank enormously for a favour. 6. Correctness Give correct facts. Send your message at the correct time. Send your message in the correct style. 7. Concreteness Always use specific fact and figures. Message should be definite and vivid. Avoid exaggeration. Fig. 2.5: 7 Cs of Written Communication 2.5.2 Seven Cs of Oral Communication According to Francis J. Bergin, a person engaged in oral communication must remember seven Cs. And these are as follows: 1. Clear: An oral communication become effective when the message is clear for the audience or receiver as the sender wants to convey. Oral messages are often misunderstood because the speaker does not talk distinctly. So, for this purpose clear pronunciation is very much required. To minimize this kind of problem a speaker tries to workout on different, lengthy and unusual words for clear pronunciation. 2. Concise: Many people enjoy while talking and sometimes oral communication suffers from the problem of over communication. But when the speaker keeps on talking for long, his/her message will be distracted. So it will be advisable to speakers to try to keep the message as brief as possible without changing the real message. 3. Complete: Like written communication in oral communication also, completeness required. While communicating with other makes it sure that you have paid attention on below questions. Checking for the five w’s questions.  Communication and Organization Structure / 22 Who What When Where Why 4. Correct: In oral communication correctness means the source of information or from where you get information is right or trustworthy source. Because if your source of information is correct than the others generate faith on the speakers and listen them carefully. 5. Concrete: For making oral communication effectively speakers should use specific fact and ideas and also avoid exaggerating of any information. They try to choose appropriate words which are not affecting a particular individual, society, culture or nation. 6. Courtesy: Courtesy involves you-attitude. Use polite words for oral communication. Tries to avoid irritating expression, sincerely apologies for any mistake, do not use any discriminatory expressions which are related to individual people, race, ethics, origin, physical appearance etc. 7. Candid: When the speaker chooses the candid approaches, its mean that their message should be straight, open, frank, outspoken. But not hurting particular individual. Exercise–2 1. What are the different forms of communication? Write detailed notes on the importance, advantage and limitation of any two of them. 2. Define formal communication. Discuss its merits and demerits also. 3. What are the different types of formal communication? Briefly explain any two of them. 4. What are the merits and demerits of consensus? 5. Write a short note on informal communication. 6. What are the different forms of grapevine? Explain with examples. 7. Write notes on: (i) Downward communication (ii) Upward communication (iii) Horizontal communication (iv) Consensus (v) Grapevine 8. Discuss the importance of informal communication in business organization. 9. Write explanatory notes on formal communication channel in business organization. 10. Distinguish between the upward and downward communication with examples. 11. What are the barriers to effective communication in an organization? 12. Discuss the semantic barriers to effective communication and how it will be overcome. 13. What are the different socio-psychological barriers to communication?  Communication and Organization Structure / 23 14. Explain how the wrong choice of a medium acts as a barrier to effective communication. 15. What physical factors cause barrier to communication? 16. Write brief notes on: (i) Status consciousness (ii) Attitude and opinions (iii) Emotions (iv) Close mind (v) Poor retention (vi) Faulty transmission (vii) Source of information 17. Explain the general principles of effective communication. 18. Discuss the gateway of effective communication. 19. Explain the seven Cs of written communication. 20. Explain the seven Cs of oral communication. 21. Discuss the importance of clarity on message in written communication. 22. Write notes on: (i) Clarity of message (ii) Completeness of message (iii) Courtesy of message (iv) Correctness of message  Communication and Organization Structure / 24