BBA 1st Year Communication Skills Notes (NEP 2023) - Unit 1 & 2 PDF

Minor-1 BBAA2T (Group-I) Communication Skills SYLLABUS Class: - B.B.A. IYear Subject: - Communication Skills UNIT – I Historical background of Communication: Definition and process of Communication, Essentials of Effective communication, Barriers to communication,...

Minor-1 BBAA2T (Group-I) Communication Skills SYLLABUS Class: - B.B.A. IYear Subject: - Communication Skills UNIT – I Historical background of Communication: Definition and process of Communication, Essentials of Effective communication, Barriers to communication, Role of communication in Organizational Effectiveness. UNIT – II Public Speech: Composition, Principles, Speech Delivering Skills, Group Discussion Do’s and Don’ts of GD’s Communication in committees, Seminars and Conference. UNIT – III Non Verbal Communication: Meaning, Types and Importance. Listening: Difference between Listening and Hearing. UNIT – IV Business Correspondence: Essentials of Effective Business Correspondence. Structure of Business Letter Types of Business Letter – Enquiry Reply Orders Complaints Circular Letter. UNIT – V Drafting of Notices, Agendas, Minutes, Job Application Letters Preparation of Curricular Vitae. Prof. (Dr.) Shikha Agrawal Page 1  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year UNIT 1 HISTORICAL BACKGROUND OF COMMUNICATION We are living in a world which is totally networked with communication. With the advent of fast technology, the world has become a global village. The information sharing among various groups in society at national and international levels has become very smooth effective and efficient. With the click of small button on computer, you can easily get any information according to your needs and choice. You cannot just think of a world or situation where there is no exchange of ideas, feelings, emotions, reactions, propositions, and facts and figures. From time immemorial, communication has been the most important activities of the human lives. The integration of the world economy has been made possible with strong and efficient channel of communication. The nature of communication has gone a significant change during the last dealers. Now the economic power lies in the hands of the countries having very sound information technology network. Communication is important from the point of view of understanding it in terms of a process, system, interactional base and structuring. The word communication originates from the Latin word “communis”, which means “common” and the word business stands for any economic activity which is undertaken with a view to earn profit and the communication undertaken in the process of this activity is termed as "business communication. DEFINITION Newman and C.F. Summer “Communication is an exchange of facts, ideas, opinions, or emotions by two or more persons.” Peter Little defines communication as follows: “Communication is the process by which information is transmitted between individuals and / or organizations so that an understanding response results.” Communication is defined as “The flow of material information perception, understanding and imagination among various parties”. Communication is a process of passing information and understanding from one person to another. Keith Devis Communication is generally defined as the activity of conveying information. Communication has been derived from the Latin word "communis", meaning to share. Wikipedia Communication is something people d to understand human communication process, one must understand how people relate to each other. Wilbur Schramm MEANING Communication is defined as “The flow of material information perception, understanding and imagination among various parties”. Business includes those organizations, which are engaged in the production and distribution of goods and services to earn profit. Therefore Business communication means, “Flow of information, perception etc. either within a business organization or outside the organization among different parties”. Process of Communication: 2 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Communication can best be summarized as the transmission of a message from a sender to a receiver in an understandable manner. The importance of effective communication is immeasurable in the world of business and in personal life. From a business perspective, effective communication is an absolute must, because it commonly accounts for the difference between success and failure or profit and loss. It has become clear that effective business communication is critical to the successful operation of modern enterprise. Every business person needs to understand the fundamentals of effective communication. Currently, companies in the United States and abroad are working toward the realization of total quality management. Effective communication is the most critical component of total quality management. The manner in which individuals perceive and talk to each other at work about different issues is a major determinant of the business success. It has proven been proven that poor communication reduces quality, weakens productivity, and eventually leads to anger and a lack of trust among individuals within the organization. The communication process is the guide toward realizing effective communication. It is through the communication process that the sharing of a common meaning between the sender and the receiver takes place. Individuals that follow the communication process will have the opportunity to become more productive in every aspect of their profession. Effective communication leads to understanding. The communication process is made up of four key components. Those components include encoding, medium of transmission, decoding, and feedback. There are also two other factors in the process, and those two factors are present in the form of the sender and the receiver. The communication process begins with the sender and ends with the receiver. The sender is an individual, group, or organization who initiates the communication. This source is initially responsible for the success of the message. The sender's experiences, attitudes, knowledge, skill, perceptions, and culture influence the message. "The written words, spoken words, and nonverbal language selected are paramount in ensuring the receiver interprets the message as intended by the sender" (Burnett & Dollar, 1989). All communication begins with the sender. The first step the sender is faced with involves the encoding process. In order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts. This process translates the ideas or concepts into the coded message that will be communicated. The symbols can take on numerous forms such as, languages, words, or gestures. These symbols are used to encode ideas into messages that others can understand. When encoding a message, the sender has to begin by deciding what he/she wants to transmit. This decision by the sender is based on what he/she believes about the receivers knowledge and assumptions, along with what additional information he/she wants the receiver to have. It is important for the sender to use symbols that are familiar to the intended receiver. A good way for the sender to improve encoding their message, is to mentally visualize the communication from the receiver's point of view. To begin transmitting the message, the sender uses some kind of channel (also called a medium). The channel is the means used to convey the message. Most channels are either oral or written, but currently visual channels are becoming more common as technology expands. Common channels include the telephone and a variety of written forms such as memos, letters, and reports. The effectiveness of the various channels fluctuates depending on the characteristics of the communication. For example, when immediate feedback is necessary, oral communication channels are more effective because any uncertainties can be cleared up on the spot. In a situation where the message must be delivered to more than a small group of people, written 3 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year channels are often more effective. Although in many cases, both oral and written channels should be used because one supplements the other. If a sender relays a message through an inappropriate channel, its message may not reach the right receivers. That is why senders need to keep in mind that selecting the appropriate channel will greatly assist in the effectiveness of the receiver's understanding. The sender's decision to utilize either an oral or a written channel for communicating a message is influenced by several factors. The sender should ask him or herself different questions, so that they can select the appropriate channel. Is the message urgent? Is immediate feedback needed? Is documentation or a permanent record required? Is the content complicated, controversial, or private? Is the message going to someone inside or outside the organization? What oral and written communication skills does the receiver possess? Once the sender has answered all of these questions, they will be able to choose an effective channel. After the appropriate channel or channels are selected, the message enters the decoding stage of the communication process. Decoding is conducted by the receiver. Once the message is received and examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent by the sender, translating the message to their own set of experiences in order to make the symbols meaningful. Successful communication takes place when the receiver correctly interprets the sender's message. The receiver is the individual or individuals to whom the message is directed. The extent to which this person comprehends the message will depend on a number of factors, which include the following: how much the individual or individuals know about the topic, their receptivity to the message, and the relationship and trust that exists between sender and receiver. All interpretations by the receiver are influenced by their experiences, attitudes, knowledge, skills, perceptions, and culture. It is similar to the sender's relationship with encoding. Feedback is the final link in the chain of the communication process. After receiving a message, the receiver responds in some way and signals that response to the sender. The signal may take the form of a spoken comment, a long sigh, a written message, a smile, or some other action. "Even a lack of response, is in a sense, a form of response" (Bovee & Thill, 1992). Without feedback, the sender cannot confirm that the receiver has interpreted the message correctly. Feedback is a key component in the communication process because it allows the sender to evaluate the effectiveness of the message. Feedback ultimately provides an opportunity for the sender to take corrective action to clarify a misunderstood message. "Feedback plays an important role by indicating significant communication barriers: differences in background, different interpretations of words, and differing emotional reactions" (Bovee & Thill, 1992). The communication process is the perfect guide toward achieving effective communication. When followed properly, the process can usually assure that the sender's message will be understood by the receiver. Although the communication process seems simple, it in essence is not. Certain barriers present themselves throughout the process. Those barriers are factors that have a negative impact on the communication process. Some common barriers include the use of an inappropriate medium (channel), incorrect grammar, inflammatory words, words that conflict with body language, and technical jargon. Noise is also another common barrier. Noise can occur during any stage of the process. Noise essentially is anything that distorts a message by interfering with the communication process. Noise can take many forms, including a radio playing in the background, another person trying to enter your conversation, and any other distractions that prevent the receiver from paying attention. 4 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Successful and effective communication within an organization stems from the implementation of the communication process. All members within an organization will improve their communication skills if they follow the communication process, and stay away from the different barriers. It has been proven that individuals that understand the communication process will blossom into more effective communicators, and effective communicators have a greater opportunity for becoming a success. Aristotle’s Communication Model Aristotle Model of Communication is formed with 5 basic elements Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect. Aristotle advises speakers to build speech for different audience on different time (occasion) and for different effects. Speaker plays an important role in Public speaking. The speaker must prepare his speech and analysis audience needs before he enters into the stage. His words should influence in audience mind and persuade their thoughts towards him. Example: Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire. Speaker – Alexander Speech – about his invasion Occasion – War field Audience – Soldiers Effect – To defeat Persia 5 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year 2. Lesikar and Pettit’s Model of Communication Accounting to Prof. Lesikar and Pettit, “in this presentation of the model, we strive to look with scientific diligence into the phenomenon of human communication.” Thus it can be revealed that communication model is the theoretical view of the communication process which describes how one person communicates with another person. Functions or Importance, Advantages of communication Model: The communication model provides a clear picture regarding the communication process. It serves the following purposes: 1. Basic idea of human communication: Through the communication model we can get the basic idea about human communication process. 2. Identify steps: The communication model also helps us to indentify the sequential steps of communication. 3. Evolution of effectiveness: Through the model, effectiveness of any communication can be evaluated. Thus necessary measures can be taken to increase the effectiveness of communication. 4. Minimizing barriers: An analysis of the communication model also helps to detect the barriers and accordingly initiatives can be taken to minimize the barriers. 5. Analysis of communication environment: The study of communication model also provides guidelines for analyzing the communication environment which is also essential to ensure effective communication 3. Shannon and Weaver’s Communication Model This model is specially designed to develop the effective communication between sender and receiver. Also they find factors which affecting the communication process called “Noise”. At first the model was developed to improve the Technical communication. Later it’s widely applied in the field of Communication. 6 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode and decode. Practical Example of Shannon-Weaver model of communication : Thomson made call to his assistant “come here I want to see you”. During his call, noise appeared (transmission error) and his assistant received “I want” only. Again Assistant asked Thomson (feedback) “what do you want Thomson”. Sender : Thomson Encoder : Telephone (Thomson) Channel : Cable Noise : Distraction in voice Reception : Telephone (Assistant) Receiver : Assistant. Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages. *The noise which affect the communication flow between them. 4. Berlo’s Communication Model While the Aristotle model of communication puts the speaker in the central position and suggests that the speaker is the one who drives the entire communication, the Berlo’s model of communication takes into account the emotional aspect of the message. Berlo’s model of communication operates on the SMCR model. In the SMCR model  S - Stands for Source  M - Message 7 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year  C - Channel  R - Receiver Let us now study the all the factors in detail: S - Source The source in other words also called the sender is the one from whom the thought originates. He is the one who transfers the information to the receiver after carefully putting his thoughts into words. How does the source or the sender transfer his information to the recipient ? It is done with the help of communication skills, Attitude, Knowledge, Social System and Culture.  Communication Skills An individual must possess excellent communication skills to make his communication effective and create an impact among the listeners. The speaker must know where to take pauses, where to repeat the sentences, how to speak a particular sentence, how to pronounce a word and so on. The speaker must not go on and on. He should also make a point to cross check with the recipients and listen to their queries as well. An individual must take care of his accent while communicating. A bad accent leads to a boring conversation.  Attitude It is rightly said that if one has the right attitude, the whole world is at his feet. There is actually no stopping for the person if he has the right attitude. A person might be a very good speaker but if he doesn’t have the right attitude, he would never emerge as a winner. The sender must have the right attitude to create a long lasting impression on the listeners. An individual must be an MBA from a reputed institute, but he would be lost in the crowd without the right attitude.  Knowledge Here knowledge is not related to the educational qualification of the speaker or the number of degrees he has in his portfolio. Knowledge is actually the clarity of the information which the speaker wants to convey to the second party. One must be thorough in what he is speaking with complete in-depth knowledge of the subject. Remember questions can pop up anytime and you have to be ready with your answers. You need to be totally familiar with what you are speaking. Before delivering any speech, read as much you can and prepare the subject completely without ignoring even the smallest detail.  Social System Imagine a politician delivering a speech where he proposes to construct a temple in a Muslim dominated area. What would be the reaction of the listeners ? They would obviously be not interested. Was there any problem in the communication skills of the leader or he didn’t have the right attitude ? The displeasure of the listeners was simply because the speaker ignored the social set up of the place where he was communicating. He forgot the sentiments, cultural beliefs, religious feelings of the second party. Had it been a Hindu dominated society, his speech would have been very impressive.  Culture 8 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Culture refers to the cultural background of the community or the listeners where the speaker is communicating or delivering his speech. M - Message When an individual converts his thoughts into words, a message is created. The process is also called as Encoding. Any message further comprises of the following elements:  Content One cannot show his grey matter to others to let him know what he is thinking. A thought has to be put into words and content has to be prepared. Content is actually the matter or the script of the conversation. It is in simpler words, the backbone of any communication. Ted to Jenny -“I am really exhausted today, let’s plan for the movie tomorrow evening”. Whatever Ted has communicated with Jenny is actually the content of the message. It is very important for the speaker to carefully choose the words and take good care of the content of the speech. The content has to be sensible, accurate, crisp, related to the thought to hit the listeners bang on and create an immediate impact.  Element It has been observed that speech alone cannot bring a difference in the communication. Keep on constantly speaking and the listeners will definitely lose interest after some time. The speech must be coupled with lots of hand movements, gestures, postures, facial expressions, body movements to capture the attention of the listeners and make the speech impressive. Hand movements, gestures, postures, facial expressions, body movements, gestures all come under the elements of the message.  Treatment Treatment is actually the way one treats his message and is conveys to the listeners. One must understand the importance of the message and must know how to handle it. If a boss wants to fire any of his employees, he has to be authoritative and can’t express his message in a casual way. This is referred to as the treatment of the message. One must understand how to present his message so that the message is conveyed in the most accurate form.  Structure A message cannot be expressed in one go. It has to be properly structured in order to convey the message in the most desired form.  Code Enter a wrong code and the locks will never open. Enter a wrong password, you will not be able to open your email account. In the same way the code has to be correct in the communication. Your body movements, your language, your expressions, your gestures are actually the codes of the message and have to be accurate otherwise the message gets distorted and the recipient will never be able to decode the correct information. 9 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year C - Channel Channel - Channel actually refers to the medium how the information flows from the sender to the receiver. How does one know what the other person is speaking ? - Through Hearing. How does one know whether the pasta he has ordered is made in white sauce or not ? - Through Tasting. How does one know that there is a diversion ahead or it’s a no parking zone? - Through Seeing. How will an individual come to know that the food is fresh or stale ? How do we find out the fragrance of a perfume ? - Through Smelling. How will you find out whether the milk is hot or not ? - Through Touching. All the five senses are the channels which help human beings to communicate with each other. R - Receiver When the message reaches the receiver, he tries to understand what the listener actually wants to convey and then responds accordingly. This is also called as decoding. The receiver should be on the same platform as the speaker for smooth flow of information and better understanding of the message. He should possess good communication skills to understand what the speaker is trying to convey. He should have the right attitude to understand the message in a positive way. His knowledge should also be at par with the listener and must know about the subject. He should also be from the same social and cultural background just like the speaker. There are several loopholes in the Berlo’s model of communication. According to the berlo’s model of communication, the speaker and the listener must be on a common ground for smooth conversion which is sometimes not practical in the real scenario. Importance of Feedback in Communication The importance of feedback in communication cannot be overstated. Feedback plays a crucial role in the communication process, acting as the bridge between the sender and the receiver. It prompts a response from the receiver, thereby completing the two-way communication loop. Feedback serves multiple purposes and holds great significance. Firstly, it serves as an indicator of whether the recipient has comprehended the message as intended by the sender. By providing feedback, the receiver confirms their understanding and ensures effective communication. Secondly, feedback reflects the effectiveness of communication between both parties involved. It serves as a valuable communication skill that strengthens interpersonal relationships and fosters better understanding. Lastly, constructive feedback serves as a source of motivation and facilitates continuous learning. It provides valuable insights and guidance for improvement, aiding in personal and professional growth. The top benefits of feedback So, what makes feedback so valuable? Let’s look closer at how team leaders can utilize feedback gains to enhance communication and work within their teams or groups. 10 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year  Feedback maintains alignment. It benefits everyone engaged in various activities, such as working on projects, planning events, or studying.  Feedback helps teams avoid significant errors. Fostering open and honest communication during teamwork minimizes the time spent on corrections, reduces miscommunication-induced errors, and prevents feelings of failure.  Feedback strengthens relationships. It encourages honesty and trust. Although it may involve criticism, it can support personal growth when delivered appropriately.  Constructive feedback motivates employees. A supportive approach is effective here. Not only can you help others identify their shortcomings, but you can also present it as advice rather than judgment. Express your belief in your employees’ abilities and demonstrate a willingness to help them achieve project goals more efficiently. It should boost their motivation to perform well.  Feedback fosters personal and professional development. Entail active listening, thoughtful analysis, and devising improvement solutions. Thoughtful input highlights areas for change, enabling focus and better results. It unites people and facilitates healthy communication.  Feedback contributes to a positive work environment. Being receptive to criticism and seeking feedback lead to additional benefits. It’s common for the best ideas to emerge from team members who suggest solutions or identify issues others may have overlooked.  Feedback generates direct business advantages. These include business growth, cost savings, increased sales, timely project completion, improved customer relationships, and enhanced market positioning.  Feedback is the final component and one of the important factors in the process of communication.  It is defined as the response given by the receiver to the sender.  The sender needs response of the receiver in order to decide effectiveness of communication.  Feedback can be negative or positive. Positive feedback indicates that the sender can continue his communication in the same manner as before. Negative feedback on the other hand, indicates a need for a change in the manner of communication.  The feedback tells the sender many things such as whether the message is received successfully or not, whether the receiver liked it or not, whether the choice of channel/medium was appropriate etc.  If the appropriate feedback is given by the receiver to the sender, then the sender can modify, remodel, his strategy of communication.  There are different types of feedbacks. These are:  Positive feedback  Negative feedback 11 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year  Deliberate positive  Deliberate negative  Immediate feedback  Delayed feedback  No feedback  No feedback is also feedback in itself. It would indicate disagreement or a reluctant acceptance of ideas.  Feedback can also be verbal or non-verbal. A smile would be a positive non-verbal feedback, whereas a frown would indicate a negative feedback.  Each type of feedback has its own features and messages hidden inside them for the sender. FEEDBACK AND MEASURING COMMUNICATION RESULTS After implementing the communications plan, the communications director must measure its impact on the target audience. Members of the target audience are asked whether they recognize or recall the message, how many times they saw it, what points they recall, how they felt about the message & their previous & current attitude towards the product & the company. The communicator should also collect behavioral measures of audience response such as how many people bought product, liked it & talked to others about it. Essentials of Good Communication – Seven C’s of Communication 1. Clarity: - Clarity of idea, facts, and opinion in the mind of communication should be clear before communication. It is a thinking process to conceive the subject. 2. Information: - All communication contains information while all information cannot communicate a message. 3. Completeness: - The subject matter to be communicated must be adequate and full so that receiver' get the message. 4. Emphasis on Attention: - communication is one in which receiver interest is created and they should pay proper attention to the message. 5. Consistency:- The message transmitted should not be contradictive 6. Simplicity: - Avoid using superfluous words Unnecessary prepositions, jargon. 7. Follow up on Communication: - The language should be simple & only common words be used. 8. Support words with deeds 9. Be a good listener 10. Credibility: 11. Context: The communication program must square with the qualities of its environment. 12. Content: - The message must have meaning for the receiver. 13. Capability: - Communication must take into a Count the capability of the audience. 14. Channels:- Channel of communication should be use according to receivers respects Importance of feedback Receivers are not just passive absorbers of messages; they receive the message and respond to them. This response of a receiver to sender’s message is called Feedback. Sometimes a feedback could be a non-verbal 12 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year smiles, sighs etc. Sometimes it is oral, as when you react to a colleague’s ideas with questions or comments. Feedback can also be written like - replying to an e-mail, etc. Feedback is your audience’s response; it enables you to evaluate the effectiveness of your message. If your audience doesn’t understand what you mean, you can tell by the response and then refine the message accordingly. Giving your audience a chance to provide feedback is crucial for maintaining an open communication climate. The manager must create an environment that encourages feedback. For example after explaining the job to the subordinated he/she must ask them whether they have understood it or not. The manager should ask questions like “Do you understand?”, “Do you have any doubts?” etc. At the same time he must allow his subordinated to express their views also. Feedback is essential in communication so as to know whether the recipient has understood the message in the same terms as intended by the sender and whether he agrees to that message or not. There are lot of ways in which company takes feedback from their employees, such as: Employee surveys, memos, emails, open-door policies, company news letter etc. Employees are not always willing to provide feedback. The organization has to work a lot to get the accurate feedback. The managers encourage feedback by asking specific questions, allowing their employees to express general views, etc. The organization should be receptive to their employee’s feedback. A manger should ensure that a feedback should: 1. Focus on a particular behaviour - It should be specific rather than being general. 2. Impersonal - Feedback should be job related, the manager should not criticize anyone personally. 3. Goal oriented - If we have something negative to say about the person, we should always direct it to the recipients goal. 4. Well timed - Feedback is most effective when there is a short gap between the recipients behaviour and the receipt of that feedback. 5. Use “I” statements - Manager should make use of statements with the words like “I”, “However” etc. For example instead of saying”You were absent from work yesterday”, manager should say”I was annoyes when you missed your work yesterday”. 6. Ensure understanding - For feedback to be effective, the manager should make sure that the recipients understands the feedback properly. 7. While giving negative feedback to the recipient, the manager should not mention the factors which are not in control of the recipient. Receiving Feedback Effectively Listen to the feedback given. This means not interrupting. Hear the person out, and listen to what they are really saying, not what you assume they will say. You can absorb more information if you are concentrating on listening and understanding rather than being defensive and focusing on your response. Be aware of your responses. Your body language and tone of voice often speak louder than words. Try to avoid putting up barriers. If you look distracted and bored, that sends a negative message as well. Attentiveness, on the other hand, indicates that you value what someone has to say and puts both of you at ease. Be open. This means being receptive to new ideas and different opinions. Often, there is more than one way of doing something and others may have a completely different viewpoint on a given topic. You may learn something worthwhile. 13 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Understand the message. Make sure you understand what is being said to you, especially before responding to the feedback. Ask questions for clarification if necessary. Listen actively by repeating key points so that you know you have interpreted the feedback correctly. In a group environment, ask for others’ feedback before responding. As well, when possible, be explicit as to what kind of feedback you are seeking beforehand so you are not taken by surprise. Reflect and decide what to do. Assess the value of the feedback, the consequences of using it or ignoring it, and then decide what to do because of it. Your response is your choice. If you disagree with the feedback, consider asking for a second opinion from someone else. Follow up. There are many ways to follow up on feedback. Sometimes, your follow-up will simply involve implementing the suggestions given to you. In other situations, you might want to set up another meeting to discuss the feedback or to re-submit the revised work. Giving Effective Feedback Prioritize your ideas. Limit your feedback to the most important issues. Consider the feedback’s potential value to the receiver and how you would respond – could you act on the feedback? As well, too much feedback provided at a single time can be overwhelming to the recipient. Concentrate on the behaviour, not the person. One strategy is to open by stating the behaviour in question, then describing how you feel about it, and ending with what you want. This model enables you to avoid sounding accusatory by using “I” and focusing on behaviours, instead of assumed interpretations. Example: “I haven’t seen you in class in for a week. I’m worried that you are missing important information. Can we meet soon to discuss it?” Instead of: “You obviously don’t care about this course!” Balance the content. It is important to provide the recipient with balanced feedback regarding their strengths and their opportunities for growth. Providing feedback on strengths acts to identify and reinforce the learning, skills, and behaviours that the recipient should continue engaging in. Providing feedback on opportunities for growth and improvement with actionable and tangible methods of implementation enables the recipient to make necessary changes. Be specific. Avoid general comments that may be of limited use to the receiver. Try to include examples to illustrate your statement. As well, offering alternatives rather than just giving advice allows the receiver to decide what to do with your feedback. Be realistic. Feedback should focus on what can be changed. It is useless and frustrating for recipients to get comments on something over which they have no control. Also, remember to avoid using the words “always” and “never.” People’s behaviour is rarely that consistent. Own the feedback. When offering evaluative comments, use the pronoun “I” rather than “they” or “one,” which would imply that your opinion is universally agreed on. Remember that feedback is merely your opinion. Be timely. Seek an appropriate time to communicate your feedback. Being prompt is key since feedback loses its impact if delayed too long. Delayed feedback can also cause feelings of guilt and resentment in the recipient if the opportunity for improvement has passed. As well, if your feedback is primarily negative, take time to prepare what you will say or write. 14 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Offer continuing support. Feedback should be a continuous process, not a one-time event. After offering feedback, make a conscious effort to follow up. Let recipients know you are available if they have questions, and, if appropriate, ask for another opportunity to provide more feedback in the future. Channels of Communication The channel or medium used to communicate a message affects how the audience will receive the message. Communication channels can refer to the methods we use to communicate as well as the specific tools we use in the communication process. Introduction In an organization, information flows forward, backwards and sideways. This information flow is referred to as communication. Communication channels refer to the way this information flows within the organization and with other organizations. In this web known as communication, a manager becomes a link. Decisions and directions flow upwards or downwards or sideways depending on the position of the manager in the communication web. For example, reports from lower level manager will flow upwards. A good manager has to inspire, steer and organize his employees efficiently, and for all this, the tools in his possession are spoken and written words. For the flow of information and for a manager to handle his employees, it is important for an effectual communication channel to be in place. The Working of a Communication Channel Through a modem of communication, be it face-to-face conversations or an inter-department memo, information is transmitted from a manager to a subordinate or vice versa. An important element of the communication process is the feedback mechanism between the management and employees. In this mechanism, employees inform managers that they have understood the task at hand while managers provide employees with comments and directions on employee's work. Importance of a Communication Channel A breakdown in the communication channel leads to an inefficient flow of information. Employees are unaware of what the company expects of them. They are uninformed of what is going on in the company. This will cause them to become suspicious of motives and any changes in the company. Also without effective communication, employees become department minded rather than company minded, and this affects their decision making and productivity in the workplace. Eventually, this harms the overall organizational objectives as well. Hence, in order for an organization to be run effectively, a good manager should be able to communicate to his/her employees what is expected of them, make sure they are fully aware of company policies and any upcoming changes. 15 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Therefore, an effective communication channel should be implemented by managers to optimize worker productivity to ensure the smooth running of the organization. Types of Communication Channels The number of communication channels available to a manager has increased over the last 20 odd years. Video conferencing, mobile technology, electronic bulletin boards and fax machines are some of the new possibilities. As organizations grow in size, managers cannot rely on face-to-face communication alone to get their message across. A challenge the managers face today is to determine what type of communication channel should they opt for in order to carryout effective communication. In order to make a manager's task easier, the types of communication channels are grouped into three main groups: formal, informal and unofficial. Formal Communication Channels  A formal communication channel transmits information such as the goals, policies and procedures of an organization. Messages in this type of communication channel follow a chain of command. This means information flows from a manager to his subordinates and they in turn pass on the information to the next level of staff.  An example of a formal communication channel is a company's newsletter, which gives employees as well as the clients a clear idea of a company's goals and vision. It also includes the transfer of information with regard to memoranda, reports, directions, and scheduled meetings in the chain of command.  A business plan, customer satisfaction survey, annual reports, employer's manual, review meetings are all formal communication channels. Informal Communication Channels  Within a formal working environment, there always exists an informal communication network. The strict hierarchical web of communication cannot function efficiently on its own and hence there exists a communication channel outside of this web. While this type of communication channel may disrupt the chain of command, a good manager needs to find the fine balance between the formal and informal communication channel.  An example of an informal communication channel is lunchtime at the organization's cafeteria/canteen. Here, in a relaxed atmosphere, discussions among employees are encouraged. Also managers walking around, adopting a hands-on approach to handling employee queries is an example of an informal communication channel. 16 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year  Quality circles, team work, different training programs are outside of the chain of command and so, fall under the category of informal communication channels. Unofficial Communication Channels  Good managers will recognize the fact that sometimes communication that takes place within an organization is interpersonal. While minutes of a meeting may be a topic of discussion among employees, sports, politics and TV shows also share the floor.  The unofficial communication channel in an organization is the organization's 'grapevine.' It is through the grapevine that rumors circulate. Also those engaging in 'grapevine' discussions often form groups, which translate into friendships outside of the organization. While the grapevine may have positive implications, more often than not information circulating in the grapevine is exaggerated and may cause unnecessary alarm to employees. A good manager should be privy to information circulating in this unofficial communication channel and should take positive measures to prevent the flow of false information.  An example of an unofficial communication channel is social gatherings among employees. Business Communication  Though business communication is a specialized branch of general communication, there is no basic difference between the two. The process is the same and so are the principles that regulate them. The difference lies in their application to situations. Whereas general communication plays many roles in the world at large, business communication is specifically concerned with business activities, which are well defined.  Business activities are of two types, internal and external. Among the internal activities are: maintaining and improving the morale of employees, giving orders to workers, prescribing methods and procedures, announcing policies and organizational changes, and keeping the management informed. The external activities relate to selling and obtaining goods and services, reporting to the government and the shareholders on the financial condition and business operations, and creating a favorable climate for conducting business. Every activity, internal or external, leads to some result. Therefore the main purpose of every communication in business is to obtain some result that is, to secure an action by the receiver. The sender expects him to do something on receiving the message write a cherub, place an order, approve an action, send some information, etc. To achieve this purpose, the language used is direct, plain, concise and to the point, and the style concentrates on drawing attention, arousing interest or creating desire, developing conviction, and inducing action. The main features that lend business communication a distinct identity are as follows: 1. It deals with various commercial and industrial subjects. 2. It is characterized by certain formal elements such as commercial and technical vocabulary, the use of graphic and audio visual aids and conventional formats. 3. It is impartial and objective as extreme care is taken to convey information accurately and concisely. 4. It has comparatively a high concentration of certain complex writing techniques and procedures. To sum up, we may define business communication as the use of effective language for conveying a commercial or industrial message to achieve a predetermined purpose OBJECTIVES &PURPOSE OF COMMUNICATION Various objectives of Communication are:— 1) Information: One of the most important objectives of communication is passing or receiving information about a particular fact or circumstance. 2) Advice: Advice is an important objective of communication as it involves personal opinions and is likely 17 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year to be subjective. Advice is given to influence his/her opinion or behavior. 3) Order: Order is an authoritative communication. The downward flow of information is dominated by orders. Orders may be written or oral, general or specific, procedural or operational, mandatory or discretionary. 4) Suggestion: Suggestion enjoys great advantage over other means of communication like advice or order. Suggestion is supposed to be very mild and subtle form of communication. 5) Persuasion: It is an important objective of communication. In the office or the factory, the lazy, the incompetent and the disgruntled workers have o be persuaded to do their work. 6) Education: Education is a very conscious process of communication. The main purpose of education is to widen knowledge as well as to improve skills. 7) Warning: Warning is a forceful means of communication as it demands immediate action. If employees do not abide by the norms of the organization, or violate the rules and regulations, it may become necessary to warn them. 8) Raising Morale: Morale boosting is only possible through communication. High morale results in better performance. 9) Motivation: Motivation energizes and activates a person and channelizes his behavior towards the attainment of desired goals. Thus, motivation as a form of communication is very crucial in handling human behavior. Importance of Business Communication  Persuasion is one of the factors of marketing communications. Persuasion is the main reason companies engage in marketing: to persuade their target audience to take action, as in, buy their product or subscribe to their services, make a phone call, or donate money.  All marketing communication is goal oriented, as the predetermine objective helps to create effective marketing communication strategy.  Every successful marketing communications helps plan the marketing message at every contact point that is received by the target audience.  It facilitates in controlling the performance and take necessary remedial actions on the basis of feedback information from them.  Communication creates a meeting of minds and improves industrial relations. It helps to develop mutual co-operation and understanding thereby improving industrial productivity.  Communication is indispensable for every organization to develop and maintain reputation or goodwill with its customers, investors, dealers, suppliers etc. Principles and Nature of Communications A business Organization is a group of people associated to earn profit. Various kinds of activities have to be performed by the people of an organization so as to earn profit. Business Communication is know n as back bone of any Organization thus various activities in business need an effective and systematic communication. Without efficient communication, one cannot even imagine to do work and hence will be unable to earn profit. Since the aim of business organization is to earn profit, the organization will die without profit and this death is a result of the absence of communication. This is why communication is called life blood of a business organization. We can prove this statement more clearly through following points.  Gain clarity over - WHO? WHERE? WHAT? HOW MUCH? FORM, CHANNEL, PERIOD and WHAT WAS IT?  Communication involves plurality of persons  Existence of message is essential which may be the orders, instructions or information about the managerial plans, policies, programmes  It’s a two way and continuous process  Its primary purpose is to motivate a response  Communication may be formal controllable or informal uncontrollable  It can be in vertical, horizontal or diagonal 18 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Types of communication (1) Formal Communication: Vertical Horizontal Grapevine Consensus Downward Upward (2) Informal Communication (Grapevine) I. Informal Communication:— (a) Downward Communication: Downward communication flows from a superior to the subordinate staff. Its objectives are:—  To give directions about some job.  To explain policies and procedures. To convey assessment of performance. To explain the rationale of the job. Its limitations are:—  Under communication or over communication. Delay.  Loss of information. Distortion.  Resentment by subordinate staff. To make it effective:— Managers should be adequately informed. Managers should be clear how much to communicate. Information should be passed on to the correct person. (b) Upward Communication: Upward communication moves from the subordinate staff to the superiors. Its importance is:—  Provides feedback to the superiors.  Releases the pent up emotions of the subordinate staff.  Provides the superiors with useful suggestions.  Promote harmony. Its limitations are:—  Employees are reluctant to express themselves.  Employees fear that their criticism may be interpreted as a sign of their personal weakness.  Great possibility of distortion.  Bypassed superiors feel insulted.  Resentment by subordinate staff. To make it effective:—  Superiors should take initiative to get close to the subordinate staff.  Keep the line of communication short. (c) Horizontal Communication:— It flows between people at the same level. 19 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year It is important for promoting understanding and coordination among various people or departments. It is carried on through face to face discussion, telephonic talk, periodical meetings & memos. (d) Consensus:— Consensus is the process of arriving at agreement through consultation. II. Informal Communication:— Grapevine:— It is an informal channel of communication. Primarily a channel of communication of horizontal communication, it can flow even vertically and diagonally. It is of 4 types:— a) Single strand: Flows like a chain. b) Gossip: One person tells everyone else. c) Probability: Information may move from anybody to anybody. d) Cluster: Moves through selected group. Importance:—  Emotional relief.  Harmony and cohesiveness in the organization. Fast channel.  Provides feedback. Demerits:—  Distortion of information.  May transmit incomplete information.  Travels with destructive swiftness.  Keep an eye on rumor-managers.  Use it primarily for feedback.  Contradict rumors promptly. Barriers to Communication Definition: The Semantic Barriers refers to the misunderstanding between the sender and receiver arising due to the different meanings of words, and other symbols used in the communication. The semantic barriers usually arise when the information is not in the simple language and contains those words or symbols that have multiple meanings. Following are the main language barriers: 1. Bad Expression: The message is not formulated properly and the language used is so difficult that it could be misinterpreted by the recipient. The message is said to be badly expressed if the wrong words are 20 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year chosen, the sentences are not sequenced properly, and there is a frequent repetition of words or sentences. The badly expressed messages consume a lot of time as it requires corrections and clarifications and also the impact of the message gets reduced. 2. Symbols, or Words with Different Meanings: There are several words that carry different meanings and often, people get confused with these words and interpret these differently due to the difference in their educational and social backgrounds. Such as, the word “Crane” has different meaning as shown in the sentences below: o The bird sanctuary is full of cranes. o The builder used a crane to lift heavy steel rods. o The girl has to crane her neck to watch the movie. 3. Faulty Translation: Sometimes, the sender translates the message as per his level of understanding irrespective of the recipient’s comprehension level. For example, a manager collected information from his superiors and subordinates and translated the same information to all his employees, according to the understanding level of the superiors, and this led to the misinterpretation of the message. Thus, it is required to mold the message according to the understanding levels of the employees to have an intended response. 4. Unclarified Assumptions: Sometimes the sender creates assumptions about certain things which he feels the receiver must know about it and focus only on the subject matter. But in the case of a special message, if the assumptions are vague and unknown to the receiver then the communication might get adversely affected. 5. Denotations and Connotations: The denotation means the literal meaning of the word; it just shows the name of the object and does not imply any negative or positive qualities. The detonation barriers arise due to the sender and receiver using a different definition and meaning of the word used in the message. Such as word crane is used in the context of bird species but it is interpreted as a vehicle that lifts the objects.Whereas the implied meaning of the word is called connotation that arouses personal reactions and qualitative judgments. The connotation barriers arise when the people use words that hold different meanings in different abstract situations, contexts, feelings, etc. For example, the word beautiful and confidence has a positive connotation, but can have any of the meaning depending on the context in which it is used. 6. Technical jargons: Often people working in the technical groups such as engineers, production managers, IT managers, etc. use the technical jargons in their communication which is quite difficult for the layman to understand. Thus, the use of technical jargons in communication can act as a barrier. Thus, semantic barriers lead to misunderstanding of the information and the objective of communication, for which it was intended, gets disrupted. Psychological Barriers: Definition: The Psychological or Emotional Barriers refers to the psychological state i.e. Opinions, attitudes, status consciousness, emotions, etc. of a person that deeply affects the ability to communicate. The communication largely depends on the mental condition of a person, if the person is not mentally or emotionally sound, then he cannot communicate effectively either as a sender or a receiver. The main kinds of Psychological or Emotional Barriers are: 1. Lack of Attention: When the person is pre-occupied by some other things and do not listen carefully what 21 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year the other person is speaking, then arises the psychological barrier in the communication. When the person does not listen to others, then he won’t be able to comprehend the message as it was intended and will not be able to give proper feedback. 2. Premature Evaluation: Many people have a tendency to jump to the conclusions directly and form judgments without considering all the aspects of information. This is generally done by the people who are impatient and resort to a selective listening. This premature evaluation of the information acts as a barrier to the effective communication and lowers the morale of the sender. 3. Poor Retention: The retention refers to the capacity of a brain to retain or store things in the memory. The brain does not store all the information came across but in fact, retains only those which deems to be helpful in the future. Therefore, much of the information gets lost during the retention process, and this acts as a barrier to the effective communication. 4. Loss by Transmission: The loss by transmission means, whenever the information exchanges hand its credibility reduces. It is most often observed in the case of an oral communication where people handle information carelessly and transmits the information which has lost some of its truth. Thus, the improper and lack of information being transmitted to others acts as a hindrance in the communication process. 5. Distrust: To have an effective communication, it is must that both the communicators (sender and receiver) trust each other. In case there is a lack of trust between both the parties, then they will tend to derive negative meaning out of the message and often ignore what has been communicated. If the receiver has no trust, then he will not listen to whatever is being said by the sender, and this will result in a meaningless communication. 6. Emotions: The communication is greatly influenced by the emotions of a person. If a person is not in a good temperament, then he would not listen properly to whatever is said and might say things offending the sender. Several other emotions such as anger, nervousness, confusion, restlessness, etc. affect the communication process. Thus, every human being has a unique mind which is composed of varied emotions, beliefs, perceptions, opinions, and thoughts that facilitate different forms of communication Organizational Barriers  Definition: The Organizational Barriers refers to the hindrances in the flow of information among the employees that might result in a commercial failure of an organization. The major Organizational Barriers are listed below:  Organizational Rules and Policies: Often, organizations have the rule with respect to what message, medium, and mode of communication should be selected. And due to the stringent rules, the employees escape themselves from sending any message. Similarly, the organizational policy defines the relationship between the employees and the way they shall communicate with each other maintaining their levels of position in the organization. Such as, if the company policy is that all the communication should be done in writing, then even for a small message the medium 22 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year used should be written. This leads to delay in the transmission of the message and hence the decision making gets delayed.  Status or Hierarchical Positions in the Organization: In every organization, the employees are divided into several categories on the basis of their levels of the organization. The people occupying the upper echelons of the hierarchy are superior to the ones occupying the lower levels, and thus, the communication among them would be formal. This formal communication may often act as a barrier to the effective communication. Such as the lower level employee might be reluctant in sending a message to his superior because of a fear in his mind of sending the faulty or wrong message.  Organizational Facilities: The organizational facilities mean the telephone, stationery, translator, etc., which is being provided to employees to facilitate the communication. When these facilities are adequately offered to the employees, then the communication is said to be timely, accurate and according to the need. Whereas, in the absence of such facilities, the communication may get adversely affected.  Complex Organizational Structure: The communication gets affected if there are a greater number of management levels in the organization. With more levels, the communication gets delayed and might change before reaching the intended receiver. Thus, communication is the key factor in the success of any firm, and the communication is said to be effective when the employees interact with each other in such a way that it results in the overall improvement of the self as well as the organization. Personal Barriers: Definition: The Personal Barriers relate to the factors that are personal to the sender and receiver and act as a hindrance in the communication process. These factors include the life experiences, emotions, attitudes, behavior that hinders the ability of a person to communicate. 1. Lack of Listening Skills: The efficiency of communication process gets disturbed when the receiver listens only with ears but do not apply his mind. Often, the receiver listens what he wants to listen and give no attention to other aspects of the information, thereby acting as a hindrance to the effective communication. 2. Selective Attention: This problem arises when the person is impatient and put his objective above all. He gives ears to only that part of the information which is helpful for him and fulfills his objective and ignores all the other aspects. 3. Lack of knowledge: Also, the communication process suffers if the sender and receiver have less knowledge about the subject matter. 4. Lack of vocabulary: Often, the communication problem arises when the sender uses some words which are difficult for the receiver to comprehend correctly. In the organizational context, both the superiors and the subordinates have their personal barriers that impede them to communicate effectively. These barriers are: 23 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Barriers Related to the Superiors in the organization 1. Less faith in subordinates: Often, the superiors have a lack of confidence in the subordinates and, therefore, doubt on their capacity to provide relevant information. They deliberately ignore the suggestions and recommendations from the subordinates and discourage them to further communicate. This lowers the morale of the employees and hinders the communication process. 2. Fear of challenge of Authority: There is a fear in the minds of the superiors that if they will not perform in line with their authority, they will be demoted to the lower levels. And, thus in order to maintain their level they intentionally hide their weaknesses by not communicating their ideas to others. Barriers related to the subordinates in the organization 1. Lack of Incentives: Often, the subordinates give their suggestions and recommendations with an objective to earn incentives. The incentives are given to the subordinates to motivate them to give suggestions and to acknowledge their suggestions as important for the success of the organization. If there is a lack of incentives, then the subordinate is not likely to communicate and hence the communication process gets adversely affected. 2. Unwillingness to communicate with the Superiors: Often the subordinates do not communicate with their superiors with an intention to conceal the information which is of a negative nature and can have an adverse effect. If the subordinate is required to inform his superior then, he modifies the information in such a way that it does not have a negative impact. Thus, by not providing the information in its actual form, the communication process is tempered. Thus, there are several personal factors, varying from person to person, influences the communication to a great extent and might obstruct the purpose for which the communication was intended. Physical or environmental barriers: 1. Noise - The noise created by external factors like traffic, playing of loud music, trains and airplanes, or by crowds of people, affects our communication. 2. Time & distance - Time becomes a physical barrier when people have to communicate across different time zones in different countries. The physical distance between people who need to communicate can also cause problems because it does not allow oral or face-to-face communication. 3. Defects in communication system – Mechanical problems and defects in instruments of communication also create physical barriers, as in a faulty fax machine or typewriter. Similarly, a computer that hangs, or a dead telephone line can lead to non-transmission of messages. eg. No range in mobile, technical problem in mike or speakers. 4. Wrong selection of medium – The sender selects the medium which is not familiar to the receiver. 5. Physiological defects like stammering, hearing defects, mumbling while speaking etc 24 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year The Seven Cs of Communication help overcome barriers: Definition: An Effective Communication is a communication between two or more persons wherein the In other words, the communication is said to be effective when all the parties (sender and receiver) in the communication, assign similar meanings to the message and listen carefully to what all have been said and make the sender feel heard and understood. In the business context, the communication is effective if the information shared among the company employees contributes towards the organization’s commercial success. The effective communication includes not just the way you use the words but also covers several other skills such as, non-verbal communication, ability to understand your own emotions as well as of the other person with whom you are communicating, engaged listening, ability to speak assertively, etc. intended message is successfully delivered, received and understood. Effective communication in the organization enables the employees to deepen their connection with others and improve teamwork, decision-making, and problem-solving capacity. The communication is a skill which is learned, and an individual can gain spontaneity in it by putting in his extra efforts and participating in more public conversations 1. Consideration: consideration states that every message should be prepared keeping in mind the person who will be the receiver of the message. Receiver's interest should be kept in mind while drafting the message. Specific ways to indicate candidness are: -  Focus on "you" attitude instead of "I" on "We"  Material or content of the message should be from reader's point of view.  Use of positive words should be allowed so that positive reaction could be received by the readers.  Benefits of readers should be the prominent part of message. Examples: We Attitude: I am delighted to announce that there will be extra classes for the students in college to clarify their problems. You Attitude: You will be able to clarify your problems in the extra classes organized in college. 2. Clarity: Clarity is most important characteristic of communication especially in case or oral Communication/Presentation. Clarity in words, language of expression is very important to ensure proper presentation of ideas, message one wants to communicate during conversation. Clarity can be achieved through following ways:  Precise, familiar use of words or language during communication, Effective sentences should be framed,  There should be unity in all one words of message so that the main idea of message can be properly communicated.  Short length sentences of average 17 to 20 words should be preferred. 3. Completeness: Complete message is very important to communicate the main idea or information behind the message. Oral presentations should be as far as possible planned on restructured and all the information related to message should be properly communicated. Guidelines for ensuring completeness are as follows:  Provide all necessary information required for accurate understanding of message.  All Questions asked by the audience should be properly answered by presenter during oral presentation/communication.  Some extra information when ever desirable should be given to audience to make the presentation topic clearer, specific of complete. 4. Conciseness: Conciseness is the essential requirement of oral communication. Concise message saves time on expense for both senders on receiver concise means brief, short on informative message which is able to explain the idea of message with minimum words. Words in message should not be repetitive in nature & only relevant information should be communicated in message. 5. Correctness: In oral communication grammatical errors should be avoided. Right level of language should 25 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year be used both in formal & informal communication. Use of accurate words and spellings should be considered. 6. Concreteness: it means specific, definite on valid use of information than vague or general. Concrete facts on figures should be used to make the receivers know exactly what is required or desired. Concrete language on information helps in interpreting the message in same way as communicate intends to communicate the message. 7. Courtesy: A proper decorum of speaking should be maintained while making oral communication/ presentation. One should say things with force of assertive without being rude. Polite or humble language shall be used which should not be insulting, against the religious, social as personal values of listener. Discriminatory language based, on gender, race, age, colour, cost creed, religion etc should be avoided. ELEMENTS IN COMMUNICATION 2. Sender: Someone who is sending the message to someone else. For example, in ad the brand being advertised is ‘Pantaloons’. Naturally, the maker of this brand is the sender of the advertising message. 3. Encoding: When we address someone, we use language, visuals, body gestures, etc. to communicate. All these are called symbols. The process of putting our thought into symbolic forms is called encoding. In a following Ad, you see a face full of wrinkles. Then you read the headlines which simply say: “Wrinkle free.” This process of communication is called encoding. 4. Message: The symbols themselves constitute the message. Hence, the visuals, headlines body copy, tag line, brand name, logo, etc., are all parts of the message. If you have already heard the name of ‘Pantaloons’, then the message being given to you is that are dealing with a known company. 5. Media: The channels used for sending the message across to the receiver (customer) is called medium (or media; note that media is also singular). This Ad has appeared in the print media (just for the sake of knowledge, TV is an audio-visual medium, radio is an audio medium, etc. You will learn more about media in the second year). An individual member of the medium is called a vehicle. Here, India Today is the vehicle. A vehicle is the carrier of the message. 6. Decoding: Once we receive the message, we start interpreting it. For example, when you look at the wrinkled face shown in the Ad, you realize how bad it looks. The implication is that your clothes will also look as bad if they were not wrinkle free. Likewise, there are visuals of a shirt and a pair of trouser. These immediately give you the message that the Ad is perhaps for readymade clothes. At the bottom, the message given is that the brand is available at various cities and Pantaloon Shoppes. 7. Receiver: A receiver is one who reads/listen hears the message of the communicator. For example, any reader of India Today who is likely to see this Ad, is the receiver of the message. It may be noted, however, that the communicator (in our example, the manufacturer of Pantaloons) is not interested in just any receiver (i.e. any reader of India Today) but only those who would be interested in using his product. Thus, if never wear trousers, then the company will not be interested in me. 8. Response: After having read the ad, I will react to the message. My reaction (alternatively known as response) could be objective (if I accept what the sender of the message is saying) or negative (If I don’t accept the message). For example, the body copy in the Ad says: “Pantaloons presents T 2000….” I may get impressed by the fact that the range has T 2000 choices available! But I may also reject the claims made in the body copy in case I find them unbelievable. 9. Feedback: Every communicator waits to know whether the message (a) has reached the target audience or not, and (b0 26 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year whether it has been accepted or not. In other words, one waits for feedback from the audience. The most desirable form of feedback from the marketer’s point of view, of course, would be the purchase of the product by the customers. Thus, after this Ad is released in the media, if the sale of such trousers goes up significantly, the feedback is said to be positive. Similarly, if the company conducts a surveys and questions about the intention to buy; and customers say that they will buy the brand, again, the feedback is positive. 27 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year UNIT 2 PUBLIC SPEECH Public speaking (sometimes termed oratory or oration) is the process or act of performing a presentation (a speech) focused around an individual directly speaking to a live audience in a structured, deliberate manner in order to inform, influence, or entertain them. Public speaking is commonly understood as the formal, face- to-face talking of a single person to a group of listeners. Public speaking is the process of speaking to a group of people in a structured deliberate manner intended to inform, influence or entertain the listeners. Basic Principles of Public Speaking On order to make a successful presentation, a speaker should practice certain principles of good delivery. 1. Look Natural: - If the presenter is stiff or artificial, he/she will look uncomfortable and awkward. The audience may see this as a lack of confidence, which might affect their perceptions of credibility. Good speaker strives for a natural, easy going style of presentation. 2. Maintain eye contact: - Make and maintain eye contact with the audience members often. This demonstrates confidence in the information being communicated to them, and engages them in discussion. Nervous eye-shifting and avoidance of eye contact will display anxiety that the audience will notice. 3. Practice: - While we are humans and no one is perfect, consistently practicing presentations will continuously improve public speaking skills. Speaking to a friend or a few colleagues is very different from commanding an audience of one hundred or one thousand people. The more you practice the better you will become, and the more comfortable you will be with public speaking. 4. Do not read from Notes: - Reading from notes for any extended length of time takes the interest of audiences. Although it is acceptable to glance at notes infrequently. Do not mumble. If you made an error, correct it and continue. No need to make excuses or apologize profusely. 5. Speak with conviction:- If you rely believe in what you are saying. Persuade our audience effectively. The material you present orally should have the same ingredients as that which are required for a written research paper i.e. a logical progression from Introduction to Body to Conclusion. 6. Pause: - Allow yourself and your audience a little time to reflect and think. Don’t race through your presentation and leave your audience, well ask yourself, feeling out of breath. 7. Audio-visual aids: - There are many kinds of props which you may use for a successful presentation. This can be a good substitute for an introductory statement. This can also generate a more interesting approach to the audience.When using audio-visual aids to enhance your presentation, be sure all necessary equipment is set up and in good working order prior to the presentation. 8. Speak, Listen, and respond, Adjust and Adapt: - Speak to your audience, to their questions, respond to their reactions, adjust and adapt. Always be prepared for unexpected. If you are short of time, know what can be safely left out. If you have extra time, know what could be effectively added. 9. Leave them with anticipation: - When it comes to public speaking, less is more. Make your presentation a bit shorter than expected. Never allow your delivery to be so long that your audience wonders when it will be over. Make them wish you had spoken longer and gone further in depth on your topic. 10. Inspire change: - Focus on the benefit you want to provide your listeners or the change you want to encourage them to make. Think about the following:  What is the purpose for your presentation?  What are you helping or motivating your audience to do?  What are you teaching them?  What goals are you helping them to achieve?  What message do you want them to walk away from your presentation with? GROUP DISCUSSION 28 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year A GD (GROUP DISCUSSION) is a methodology used by an organization to gauge whether the candidate has certain personality traits and/or skills that it desires in its members. In this methodology, the group of candidates is given a topic or a situation, given a few minutes to think about the same, and then asked to discuss it among themselves for 15-20 minutes. Some of the personality traits the GD is trying to gauge may include:-  Ability to work in a team  Communication skills  Reasoning ability  Leadership skills  Initiative  Assertiveness  Flexibility  Creativity  Ability to think on ones feet Why GDs:- The reason why institutes put you through a Group discussion and an interview, after testing your technical and conceptual skills in an exam, is to get to know you as a person and gauge how well you will fit in their institute. The Group discussion tests how you function as a part of a team. As a manager, you will always be working in teams, as a member or as a leader. Therefore how you interact in a team becomes an important criterion for your selection. Managers have to work in a team and get best results out of teamwork. That is the reason why management institutes include GD as a component of the selection procedure. Company's Perspective:- Companies conduct group discussion after the written test so as to check on your interactive skills and how good you are at communicating with other people. The GD is to check how you behave, participate and contribute in a group, how much importance do you give to the group objective as well as your own, how well do you listen to viewpoints of others and how open-minded are you in accepting views contrary to your own. The aspects which make up a GD are verbal communication, non-verbal behavior, and conformation to norms, decision-making ability and cooperation. You should try to be as true as possible to these aspects. Group discussion forms the primary stage of contact between the interviewer and interviewee. These are management entrance procedures by universities or also adopted at the recruitment stage by many companies. Aided with qualifications and mutli faceted job related profiles candidates are all of the cream variety. Group discussions once more separates the cream group and makes them eligible for further rounds of tests so as to be chosen in an accurate career position. Though group discussion sounds a cacophonic idea of many individuals, there stems many management points that can be noticed in an individual. Skills of management level and expertise in cooling down a situation can easily be recognized during discussion of a topic. This helps the conductor of group discussion to list out the right candidate. There are many group discussion skills that need to be adhered too. Firstly the main objective is to participate well and moderate in case of confusion. This easily gives more objective to the interviewer. Be polite and maintain composure. Easily getting into a heated argument is not the objective and you may be giving many negative signals through your body language. Aggressiveness can be modulated in the form of assertiveness during voicing out an issue. 29 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year Decorum has to be clearly maintained. The group discussion is not merely to impress the conductor but putting forth your firm beliefs. It could happen that you could be the only one who believes in a particular idea and all others have jumped on you. Firstly you should consider yourself in a better bargaining position than others and use valid reasons to state your concept perfectly. Group discussions are knocking out rounds, and never consider any participant weak. Also agree with others where you feel correct. Lamely looking around for someone to give you chance may not work. Find a place for yourself. Dress appropriately. Ladies to better avoid dangling bangles, and flip flop attires. Be formal, monotone garments are fine and avoid too much make up. Sloppy dressing is not tolerated even in social circles. One should have a winning attitude and grooming speaks a lot about you. Learn a little about soft skill application and also about the latest trends and styles in putting forth facts. Learn to articulate a fact and this comes only through reading and listening to peer discussions. Interrupting is definitely allowed in group discussion and be polite while doing so. Management preparation classes conduced many mock group discussion efforts to let you have a feel of the same. Use informative phrases, avoid jargons and state firmly. Do have express with articulated hand gestures and opening up the discussion is also a nice idea. Concluding a discussion is also seen as a management quality and a token of leadership talent. GDs can be topic-based or case-based. Topic based Gds can be classified into three types :- 1. Factual Topics 2. Controversial Topics 3. Abstract Topics Factual Topics:- Factual topics are about practical things, which an ordinary person is aware of in his day-to-day life. Typically these are about socio-economic topics. These can be current, i.e. they may have been in the news lately, or could be unbound by time. A factual topic for discussion gives a candidate a chance to prove that he is aware of and sensitive to his environment. E.g. The education policy of India, Tourism in India, State of the aged in the nation. Controversial Topics:- Controversial topics are the ones that are argumentative in nature. They are meant to generate controversy. In GDs where these topics are given for discussion, the noise level is usually high, there may be tempers flying. The idea behind giving a topic like this is to see how much maturity the candidate is displaying by keeping his temper in check, by rationally and logically arguing his point of view without getting personal and emotional. E.g. Reservations should be removed, Women make better managers Abstract Topics:- Abstract topics are about intangible things. These topics are not given often for discussion, but their possibility cannot be ruled out. These topics test your lateral thinking and creativity. E.g. A is an alphabet, Twinkle twinkle little star, the number 10 Case-based Gd:- Another variation is the use of a case instead of a topic. 30 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year The case study tries to simulate a real-life situation. Information about the situation will be given to you and you would be asked as a group to resolve the situation. In the case study there are no incorrect answers or perfect solutions. The objective in the case study is to get you to think about the situation from various angles. IIM A, IIM Indore and IIT SOM Mumbai have a case-based discussion rather than topic-based discussion in their selection procedures. Reasons for having a GD o It helps you to understand a subject more deeply. o It improves your ability to think critically. o It helps in solving a particular problem. o It helps the group to make a particular decision. o It gives you the chance to hear other students' ideas. o It improves your listening skills. o It increases your confidence in speaking. o It can change your attitudes. Strategies for Improving GD Skills for Tutorials & Seminars Asking questions and joining in discussions are important skills for university study. If you find it difficult to speak or ask questions in tutorials, try the following strategies.  Observe Attend as many seminars and tutorials as possible and notice what other students do. Ask yourself: o How do other students make critical comments? o How do they ask questions? o How do they disagree with or support arguments? o What special phrases do they use to show politeness even when they are voicing disagreement? o How do they signal to interrupt, ask a question or make a point? o Practice Start practicing your discussion skills in an informal setting or with a small group. Start with asking questions of fellow students. Ask them about the course material. Ask for their opinions. Ask for information or ask for help. o Participate Take every opportunity to take part in social/informal discussions as well as more structured/formal discussion. Start by making small contributions to tutorial discussions; prepare a question to ask, or agree with another speaker's remarks. Discussion Etiquette (or minding your manners) Do o Speak pleasantly and politely to the group. o Respect the contribution of every speaker. o Remember that a discussion is not an argument. Learn to disagree politely. o Think about your contribution before you speak. How best can you answer the question/ contribute to the topic? o Try to stick to the discussion topic. Don't introduce irrelevant information. o Be aware of your body language when you are speaking. o Agree with and acknowledge what you find interesting. Don't o Lose your temper. A discussion is not an argument. o Shout. Use a moderate tone and medium pitch. o Use too many gestures when you speak. Gestures like finger pointing and table thumping can appear aggressive. o Dominate the discussion. Confident speakers should allow quieter students a chance to contribute. 31 Prof. (Dr.) Shikha Agrawal  GRADUATE SCHOOL OF BUSINESS Class Notes BBA I Year o Draw too much on personal experience or anecdote. Although some tutors encourage students to reflect on their own experience, remember not to generalise too much. o Interrupt. Wait for a speaker to finish what they are saying before you speak.  Leading a Discussion You may be in a seminar group that requires you to lead a group discussion, or lead a discussion after an oral presentation. You can demonstrate leadership by: o introducing yourself and the members of the group o stating the purpose of the discussion o inviting quiet group members to speak o being objective o summarizing the discussion  Chairing a Group Discussion When chairing a discussion group you must communicate in a positive way to assist the speakers in accomplishing their objective. There are at least four leadership skills you can use to influence other people positively and help your group achieve its purpose. These skills include: o introducing the topic and purpose of the discussion, o making sure all members have approximately the same time, (i.e. no one dominates the discussion by taking too much time) o thanking group members for their contribution o being objective in summarizing the group's discussion and achievements GD