1. What do you mean by the term "Communication"?

The word communication has been derived from the Latin

word ‘communis’ which means ‘common’.The term
communication refers to the sharing of ideas in common. In
other words, it is the transmission and interaction of facts,
ideas, opinions, feelings or attitudes. It includes everything
that may be used to convey meanings from one person to
another, e.g., movement of lips or the wink of an eye or the
wave of hands may convey more meaning than even written
or spoken words. In fact, communication is the process of
conveying message from one person to another so that they
are understood.

Communication is the essence of management. The basic

function of management (planning, organising, staffing,
directing and controlling) cannot be performed well without
effective communication. This process is necessary for
making the subordinates understand what the management
expects from them.

Communication cannot take place

without two parties – receiver and
the sender. The information which
is sent by the sender must be
understandable to the receiver.

Below are some of the standard definitions that will further

help to understand the meaning and concept of
communication in management -

“Communication may be understood as the exchange of

information at least between two persons with a view to
create an understanding in the mind of the other, whether or
not it gives rise to conflict.”
- Koontz and O’Donnel

“Communication is an exchange of facts, ideas, opinions or

emotions by two or more persons.”
- Newman and Summer

“Communication is the process of passing information and

understanding from one person to another. It is essentially a
bridge of meaning between people. By using this bridge of
meaning, a person can safely cross the river of
misunderstanding that separates all the people.”
– Keith Davis

“Communication is the sum of all things a person does when

he wants to create an understanding in the mind of another.”
– Louis A. Allen

2. What is extra personal communication?

Communication between human beings and non human
entities is called as extra personal communication. For
example, when our pet dog wags its tail when it sees us, it is
extra personal communication. In this type of communication
understanding is required between sender and receiver.
Receiver responds in sign language
Types of extrapersonal communications are-
Communication with animals - In everyday life, we
communicate with animals, we train them and they
 react according to our instructions and commands. For
example, house dogs, horses, cats and monkeys etc.
Communication with plants - In everyday life, sometime
we find some persons, who have the habit of talking at
with plants. Certain plants react to our touch, for
example, touch-me-not plant (mimosa pudica).
 Human-Robot Communication - Due to the technical
progress there is a new type of communication i.e,
human- robot communication. Modern technology has
replaced many humans; robots are doing the jobs
which is supposed to be done by humans.

3. What do you understand by "correctness"?

Correctness is one of the 7Cs of communication.

Correctness means that the details of a message are
accurate. Details involve not only the message content but
also the message appearance. Always ensure the message
you communicate is correct to the best of your knowledge.
Your receivers invest precious time in listening or reading
your message because they feel that the message
communicated by you is reliable and if they find it otherwise,
you lose your credibility. The correctness of your messages
depends on your proof reading skills.

Correctness in communication implies that there are no

grammatical errors in communication. Correct
communication has following features:

The message is exact, correct and well-timed.

 If the communication is correct, it boosts up the
confidence level.
Correct message has greater impact on the
audience/readers.
It checks for the precision and accurateness of facts and
figures used in the message.
It makes use of appropriate and correct language in the
message.

4. Define the barriers of communication?

Any obstacle or problem in the process of Communication
which hinders/obstructs the process of Communication is
called Barrier. Barriers are part of process of Communication.
Whenever we are communicating we encode and decode.
We use various channels for passing messages. At any level
or at any moment or stage there can be problems in
communication process. Sometimes the sender may not use
proper language that the receiver will understand. Receiver
may not be able to Decode properly. There can be lot of
noise in the surrounding which can disturb us. It rarely
happens that barriers do not arise in the communication
process. Many times barriers arise in the minds of the sender
and receiver. The intended messages are not sent to the
receivers .Some standard definitions of the communication
barrier are quoted below:
“Communication barriers are the problems that arise at every
stage of the communication process and have the potential
to create misunderstanding and confusion.
 - Louise E. Boone
“Communication, when it is impeded and does not reach the
receiver is often somewhat ineffective and the impediments
are known as barriers.”
- C. B. Mamoria,
Types of Barriers: We face many barriers while
communicating. These barriers can create obstacles in the
communication process. These barriers are classified into the
following types.

Language Barrier

The language barrier is one of the main barriers that

limitneffective communication. Language is the most
commonly employed tool of communication. The fact
that each major region has its own language is one of
the Barriers to effective communication.
Even in the same workplace, different employees will
have different linguistic skills. As a result, the
communication channels that span across
the organization would be affected by this.
Thus keeping this barrier in mind, different considerations
have to be made for different employees. Some of them
are very proficient in a certain language and others will
be ok with these languages.

Psychological Barriers

There are various mental and psychological issues that may be

barriers to effective communication. Some people have
stage fear, speech disorders, phobia, depression etc. All of
these conditions are very difficult to manage sometimes and
will most certainly limit the ease of communication.

Emotional Barriers

The emotional IQ of a person determines the ease and

comfort with which they can communicate. A person who is
emotionally mature will be able to communicate effectively.
On the other hand, people who let their emotions take over
will face certain difficulties.

A perfect mixture of emotions and facts is necessary for

effective communication. Emotions like anger, frustration,
humour, can blur the decision-making capacities of a person
and thus limit the effectiveness of their communication.

Physical Barriers to Communication

They are the most obvious barriers to effective

communication. These barriers are mostly easily removable in
principle at least. They include barriers like noise, closed
doors, faulty equipment used for communication, closed
cabins, etc. Sometimes, in a large office, the physical
separation between various employees combined with faulty
equipment may result in severe barriers to effective
communication.

Cultural Barriers of Communication

As the world is getting more and more globalized, any large

office may have people from several parts of the world.
Different cultures have a different meaning for several basic
values of society. Dressing, Religions or lack of them, food,
drinks, pets, and the general behaviour will change drastically
from one culture to another.

Hence it is a must that we must take these different cultures

into account while communication. This is what we call being
culturally appropriate. In many multinational companies,
special courses are offered at the orientation stages that let
people know about other cultures and how to be courteous
and tolerant of others.

Organisational Structure Barriers

As we saw there are many methods of communication at an

organizational level. Each of these methods has its own
problems and constraints that may become barriers to
effective communication. Most of these barriers arise because
of misinformation or lack of appropriate transparency
available to the employees.

Attitude Barriers

Certain people like to be left alone. They are the introverts or

just people who are not very social. Others like to be social or
sometimes extra clingy! Both these cases could become a
barrier to communication. Some people have attitude issues,
like huge ego and inconsiderate behaviours.

These employees can cause severe strains in the

communication channels that they are present in. Certain
personality traits like shyness, anger, social anxiety may be
removable through courses and proper training. However,
problems like egocentric behaviour and selfishness may not be
correctable.
 Perception Barriers

Different people perceive the same things differently. This is a

fact which we must consider during the communication
process. Knowledge of the perception levels of the audience is
crucial to effective communication. All the messages or
communique must be easy and clear. There shouldn’t be any
room for a diversified interpretational set.

Physiological Barriers

Certain disorders or diseases or other limitations could also

prevent effective communication between the various
channels of an organization. The shrillness of voice, dyslexia,
etc are some examples of physiological barriers to effective
communication. However, these are not crucial because they
can easily be compensated and removed.

Technological  Barriers & Socio-religious Barriers

Other barriers include the technological barriers. The

technology is developing fast and as a result, it becomes
difficult to keep up with the newest developments. Hence
sometimes the technological advance may become a barrier.
In addition to this, the cost of technology is sometimes very
high. Most of the organizations will not be able to afford a
decent tech for the purpose of communication. Hence, this
becomes a very crucial barrier. Other barriers are socio-
religious barriers. In a patriarchal society, a woman or a
transgender may face many difficulties and barriers while
communicating.
5. State the objectives of communication.
The main objectives of communication are-
Exchange Of Information
Achievement Of Organisational Goals
Directing The Subordinates
Motivating The Employees
Increase The Efficiency
Improves Job Satisfaction
Attracting Customers
Educate And Train Employees
Developing A Better Image

6. Explain the objectives of communication.

The main objectives of communication are-
a) Exchange Of Information
It is the most important and primary objective of
communication process in every business organisation.
Business communication involves the exchange of ideas, facts
and other important information among different peoples
within the organisation. It exchanges information both within
internal and external parties of organisation for better
understanding.
b) Achievement Of Organisational Goals
Communication has an important role in the achievement of
organisational goals. It helps the managers in the proper
management of business organisations. Managers get all
information regarding business through it which helps them
in designing and implementing better policies within the
organisation. Proper planning and decision making on part of
management help business in the achievement of their
desired goals and objectives.
c) Directing The Subordinates
Communication is served as the means through employers
and employees communicate with each other. It is the
medium through which information flows between them in
both directions. Employers give complete direction and order
to their employees regarding work to be done through this
medium. Employees easily understand their roles and duties
through the regular supply of information from their
employers.
d) Motivating The Employees
It has an important role in motivating the employees working
with the business. Employees have basically two types of
needs that are financial and non-financial needs. Financial
needs of employees can be fulfilled by paying them good
wages and salaries. However, non- financial needs can be
fulfilled only by interacting with employees on a regular
basis. It will help in understanding them and the problems
they are facing. Proper communication network helps
employers in interacting with their subordinates in both
formal and informal way.
e) Increase The Efficiency
Communication helps in improving the efficiency of
organisation. It helps in supplying all required guidelines and
information concerned with work to the people working in
the organisation. Employers direct their subordinates from
time to time which helps them in increasing the overall
efficiency of business.
f) Improves Job Satisfaction
Communication network in the business helps in improving
the job satisfaction of subordinates. It gives subordinates an
opportunity to freely express their ideas and opinions to the
management. They got an equal chance to participate in the
decision making of the organisation. This develops a sense of
belongingness among people working within the organisation
thereby improving their overall job satisfaction.
g) Attracting Customers
Business are able to attract more customers by developing a
proper communication channel with their customers.
Efficient communication helps business in easily reaching out
to their customers with new products and services.
Customers can interact with business and resolve their
queries regarding the company’s product and services. This
helps in attracting more customers and increasing profit.
h) Educate And Train Employees
Training of workers is an important task for every business to
improve their efficiency. Efficient communication network
helps managers to educate and provide training to the
peoples working within the organisation. Employees can be
made aware of the latest techniques and methods of working
by supplying them with information regularly. It is possible
through a proper communication network.
i) Developing A Better Image
Communication processes helps business in developing a
better image in the market. It helps business to stay
connected with all its stakeholders and provides all
information timely. All stakeholders can easily interact with
business and acquire all required information through a well-
established network. Better image help the business helps in
winning a competitive advantage in the market.
7. Explain the concept of Encoder in communication.
Encoding means to convert body of information from one
system to another system in the form of codes. Code is the
system of symbol, sign or letters used to represent the secret
meaning. Coding stand for the full ledged system of meaning
to the members of the culture or sub culture. It must be also
noted that code and system are inter related with each
other. The effective communication process can be easily
understood from the following diagram.

In the above process the encoder or source gives people

shape to the message, idea or information or we can say that
he encode his message in a proper way in his mind and then
he send it to destination or receiver. Then the receiver
interprets the message according to his own mental level and
experience. From the above statement, it is clear that
without the source there is no concept of communication. So
it is the most important element. But however, it must be
very much simple and clear so that the receiver may easily
understand the statements or feelings of receiver.
8. Illustrate the general characteristics of barriers to
communication.
Barriers to communication are-
a)Physical barriers:
Physical Barriers relate to disturbance in the immediate
situation,which can interfere in the course of an
effective communication.
Some of them are easy to alter whereas some may
prove to be tough obstacles in the process of effective
communication.
Factors causing Physical barrier-
Defects in media
Distraction in environment
Distance
Ignorance of medium
Physical disability

How to overcome?
To be updated with latest technologies
Choosing a suitable environment
Removing obstacles
Making signs easier to read,example,you could
supplement written signs with pictures and visual signs.
Self motivation
b)Cultural barriers:
 Cultures provide people ways of thinking- ways of
seeing,hearing & interpreting the world.
Similar words can mean different things to people from
different cultures ,even when they talk the “same”
language.
Factors causing Cultural barrier-
Diversified cultural
background.
Language and accent.
Behaviour and nature.
Religion.
How to overcome?
Cross culture
environment.
Have a thorough knowledge of your counterpart’s
culture background.
Conduct effective communication workshop.
Work in groups & run frequent meeting.
c)Language barriers:
Inabilty to converse in a language that is known by both
the sender and receiver is the greatest barrier to
effective communication.
When a person uses inappropriate words while
conversing or writing ,it could lead to misunderstanding
between the sender and a receiver.
Factors causing language barrier-
Multi language
 Region
Inadequate
vocabulary
Interpreting
difference
How to overcome?
Speak slowly and
clearly
Ask for clarification
Frequently check for understanding
Be specific
Choose your medium of communication effectively
Be patient
d)Emotional barriers:
The emotional state may influence your capacity to make
yourself understood and hamper your understanding of
others.
Many times,emotional barriers on your part or the part
of the person you are speaking may inhibit your ability to
communicate or an effective level.
Factors causing emotional barrier-
Fear/insecurity
Mistrust
Stress
How to overcome?
 Motivation and commitment to charge.
Peer or mentor support.
Practise expressing recognition.
e) Gender barriers:
Relationships,respect,workplace,authority & education
are common ways men & women are pitted against
each other.
Overcoming barriers in gender communication isn’t
simple but can be made clear with a little patience &
misunderstanding.
This barrier arises because men & women have different
ways of thinking and communication.
Factors causing gender barrier-
Fear & shy
Environment
Misunderstanding
How to overcome?
The process of
bridging te gap in
gender
communication
requires the great deal of patience and understanding
that only time and attention will teach.
f) Organizational barriers:
 Organizational structure greatly affects the capability of
the employees as far as the communication is
concerned.
All the internal factors which block the process of
communicaton are known as organisational barriers.
Factors causing organisational barrier-
Status relationship
One way flow
Organization structure
Rules & regulations
Too many levels in
organization structure.
How to overcome?
Poor structure to the
communication
A weak delivery
The use of the wrong medium to deliver the
communication.
A mixed message
The message is deivered to the wrong audience
A distracting environment.

g) Perceptual barriers:
The most common problem is that the people have
difference opinion.
The varied perceptions of every individual gives rise to a
need for effective communication.
 We all have our own
preferences,values,attitudes,origins and life experiences
that act as filters on our experience of people , events
and information.
Factors causing Perceptual barrier-
Difference in
understanding
Difference in
perception of reality
Difference in
values ,attitudes
and opinions.
How to overcome?
Start by listening to others.
Clarify if there is confusion.
Stay calm and be positive.

9. Describe the techniques of improving

Communication.
Some of the techniques of improving Communication are-
 Be clear and concise
Say no more than you need to when relaying a message,
but be sure you have said enough for it to be clear.
 Be an active listener
Everyone wants to be heard. We all have opinions and
ideas that often need a listener to help them grow to
maturity.
 Simplify and stay on message.
Use simple, straightforward language. Remember that
Lincoln’s Gettysburg Address was 286 words, about two
minutes long.

 Set the right tone

As the sender, you select the method, mood, and
message for the communication and its delivery. You set
the “tone”. An effective sender is authentic, factual, and
sets a tone of willingness to listen and openness to
learn.
 Engage your listeners or readers.
Draw your listeners and readers into the conversation.
Ask questions and invite opinions. Solicit their feedback.

 Make sure you are understood.

Don’t blame the other person for not understanding.

Instead, look for ways to clarify or rephrase what you
are trying to say so it can be understood.

 Develop your listening skills, too.

The best communicators are almost always the best

listeners. Listen without judgment and don’t be
 distracted by thinking about what you want to say next.
Then, respond, not react.

 Body language is important.

Studies show that 65% of all communication is non-

verbal. Watch for visual signs that your listener
understands, agrees or disagrees with your message.
And be aware that your body is sending signals, too.

 Maintain eye contact.

Whether speaking to a crowd or one-on-one,

maintaining eye contact builds credibility and
demonstrates you care about your listeners.

 Respect your audience.

Recognize your message is not just about you or what

you want. You should sincerely care about the needs
and the unique perspectives of those to whom you are
communicating. One of the best ways to show your
respect is simply by paying attention to what they say.

10. State the features of communication. Also, outline

the scope and importance of Communication.
Features of communications
It Involves Atleast Two Persons:
Communication involves at least two persons, a sender and a
receiver. The sender is called communicator and the receiver
of the message is known as communicate. A person who
speaks, writes or issues some instructions is the sender and
the person for whom the communication is meant or who
receives the message is the receiver or communicate.

Message is a Must:
A message is the subject matter of communication, e.g., the
contents of the letter or speech, order, instructions or the
suggestions. A communication must convey some message. If
there is no message there is no communication.

Communication may be Written, Oral or Gestural:

Communication is generally understood as spoken or written
words. But in reality, it is more than that. It includes
everything that may be used to convey meanings from one
person to another, e.g., movement of lips, or the wink of an
eye or the wave of hands may convey more meaning than
even written or spoken word.

Communication is a Two Way Process:

It involves both information and understanding.
Communication is not complete unless the receiver has
understood the message properly and his reaction or
response is known to the sender. Understanding is the end
result of communication but it does not imply agreement.

Its Primary Purpose is to Motivate a Response:

The primary purpose of communication is to motivate
response or influence human behaviour. There is no doubt
that motivation comes from within but communicator can
also motivate people by good drafting of message, proper
timing of communication etc. To create understanding,
communication should be relevant to the situation. It must
always be remembered that communication is a means of
motivating and not an end itself.

Communication may be Formal or Informal:

Formal communication follows the formal channels provided
in the organization structure. For example, the Managing
Director communicates with the departmental heads, say
finance manager, finance manager communicates to deputy
finance manager, the deputy finance manager with accounts
officer and so on. In simple words, in informal
communication, there is no direct communication between
the Managing Director and the accounts clerks.

Informal communication flows from informal channels of

communication which are not provided in the organization
structure. These channels develop among members because
of personal contacts through working with each other.

It Flows Up and Down and Also from Side to Side:

Communication flows downward from a superior to
subordinate and upward from subordinate to a superior. It
also flows between two or more persons operating at the
same level of authority.

It is an Integral Part of the Process of Exchange:

It refers to the exchange of ideas, feelings, emotions and
knowledge and information between two or more persons.

Scope of communication

Scope of communication means the normal functioning area

of this subject. Since communication is essential in every
sphere of human life, its scope is wide and pervasive. From
cradle to grave, human beings are somehow engaged in
communication. No one can pass even a day without
communication. In the following a brief discussion on scope
of communication is given-

 Communication in personal life: Communication is

closely related with every sphere of human life. From
dawn to sleep at night, a person communicates with
others. This reveals that communication is the part
and parcel of human life.
 Communication in social life: Now we are on the
verge of human civilization and living in an integrated
society. In social life, people need to develop social
bondage. Communication helps us in creating and
strengthening this social bondage.
 Communication in the state affairs: Communication is
also pervaded in all areas of state affairs. Without
communication, state neither can administer its
various wings nor can maintain relationships with the
other part of the world. Due to revolutionary change
in communication technologies, the whole world has
turned into a global village.
 Communication in business: In this post-modern age,
we cannot think of business without communication.
Communication is the lifeblood of business as it
provides necessary information in formulating
business plans and policies. It also ensures effective
performance of business activities like production,
distribution, finance, warehousing etc. Thus; ultimate
success of the business depends on successful
communication.
 Communication in management: Management is the
means of achieving organizational goals. Efficiency
and effectiveness of management depend on effective
communication with the various internal and external
parties. Every function of management depends on
communication. In fact, without information plans
cannot be formulated, activities cannot be organized,
directives cannot be issued and control cannot be
ensured.
 Communication in industrial relations: Industrial
relation means a labor management relationship in
the industry or in an organization. Congenial industrial
relation is a precondition for business success. On the
other hand, free and fair communication is a pre-
requisite for creating good industrial relation. Free
flow of information lessens doubt, confusion and
controversies between workers and management. As
a result, harmonious relationship develops in the
organization.
 Communication in international affairs: In this age of
globalization, communication is not merely confined
within the national boundary. Countries are
exchanging their cultural, economical, social, political,
educational and technological affairs with each other
continuously. In order to facilitate cooperation and
communication among countries, various regional and
international bodies namely the United Nations,
World Bank, NAFTA, SAFTA, ASEAN, SAARC, EU etc.
Have been formed. Through these bodies, counties
communicate various bilateral and multilateral issues
among them.
  Communication in religion: Communication is also
present in perching, spreading and circulation various
religious doctrines. Prophets and saints have preached
the verses of almighty to their followers and even
now, many religious thinkers are performing the duty
of preaching and circulating religious verses.

Importance of Communication

 The Basis of Co-ordination

The manager explains to the employees the
organizational goals, modes of their achievement and
also the interpersonal relationships amongst them. This
provides coordination between various employees and
also departments. Thus, communications act as a basis
for coordination in the organization.
 Fluent Working
A manager coordinates the human and physical elements
of an organization to run it smoothly and efficiently.
This coordination is not possible without proper
communication.
 The Basis of Decision Making
Proper communication provides information to the
manager that is useful for decision making. No decisions
could be taken in the absence of information. Thus,
communication is the basis for taking the right decisions.
 Increases Managerial Efficiency
The manager conveys the targets and issues instructions
and allocates jobs to the subordinates. All of these aspects
involve communication. Thus, communication is essential
for the quick and effective performance of the managers
and the entire organization.
  Increases Cooperation and Organizational Peace
The two-way communication process promotes co-
operation and mutual understanding amongst the workers
and also between them and the management. This leads
to less friction and thus leads to industrial peace in the
factory and efficient operations.
 Boosts Morale of the Employees
Good communication helps the workers to adjust to the
physical and social aspect of work. It also improves good
human relations in the industry. An efficient system of
communication enables the management to motivate,
influence and satisfy the subordinates which in turn boosts
their morale and keeps them motivated.

11. What are the elements of communication? Discuss

the role of communication in business.
There are in total seven major elements of communication
process which are as mentioned below-
a. Sender:
He is the person who sends his ideas to another person. For
example, if a manager wants to inform his subordinates
about the introduction of a new product, he is the sender.

b. Message:
The idea, feeling, suggestion, guidelines, orders or any
content which is intended to be communicated is message.
For example, message is the introduction of new product.
 c. Encoding:
It is the process of converting the idea, thinking or any other
component of message into symbols, words, actions, diagram
etc. For example, message is connected in words and actions.

d. Communication channel:
It is the medium, passage or route through which encoded
message is passed by the sender to the receiver. There can
be various forms of media-face to face communication,
letters, radio, television, e-mail etc. For example manager
inform about the introduction of a new product in a meeting
through presentation.

e. Decoding:
It means translating the encoded message into language
understandable by the receiver.

f. Receiver:
He is the person to whom the message has been sent. For
example, subordinates are receivers.

g. Feedback:
It is the response by the receiver. It marks the completion of
the communication process.it is the process in which the
receiver and the sender are ensuring that they understood
each other correctly and they are proceeding to find a
solution.
h. Noise:
It is the hindrance in the process of communication. It can
take place at any step in the entire process. It reduces the
accuracy of communication e.g.

 Disturbance in the telephone lines

 An inattentive receiver
 Improper Decoding of Message etc.

 Role of communication in business

Business communication occurs between two or more

parties to exchange business related information. The
success of a business depends on the efficacy of business
communication. For this, communication is regarded as the
lifeblood of business. The role of communication in business
is discussed below-

Exchanging information: Communication is mainly

the exchange of information between two or more
parties. Through communication, organizations
exchange information with internal and external parties.
Communication also brings dynamism in organizational
activities and helps in attaining goals.
Preparing plans and policies: Communication helps
in preparing organizational plans and policies. Realistic
plans and policies require adequate and relevant
information. The managers collect required information
from reliable sources through communication.
 Execution of plans and plaices: For timely
implementation of plans and policies, managers must
disseminate those in the whole organization. In order to
disseminate the plans and policies to the internal and
external parties, managers rely on communication.
Increasing employee’s efficiency: Communication
also helps in increasing the efficiency of employees.
With the help of communication, organizational
objectives, plans, policies, rules, directives and other
complex matters explain to the employees that broaden
their knowledge `and thus help them to be efficient.
Achieving goals: Effective communication helps the
employees at all levels to be conscious and attentive. It
ensures timely accomplishment of jobs and easy
achievement of goals.

Solving problems: Through various communication

channels, the managers can be informed of various
routine and non-time problems of the organization
and accordingly they take the necessary actions of
steps to solve the problems.
Making decisions: Making timely decisions requires
updated information. Through effective
communication, managers can collect information
from different corners and can make the right
decisions.
Improving industrial relation: Industrial relation is the
relation between workers and management in the
workplace. Good industrial relation is always desired
for business success. Communication plays a vital role
in creating and maintaining good industrial relation.
 Publicity of goods and services: In the modern age,
business is becoming highly competitive. Almost very
competing manufacturer produces products of
common consumption. However, all of them cannot
sell equally well. The organization that can
communicate better, can also sell better.
Removing controversies: Effective communication
allows smooth flow of information among various
parties involved in the negotiation or transaction. As a
result, conflicts, controversies and disagreements can
be resolved easily.
Enhancing employee satisfaction: If there is free and
fair flow of information in the organization, it will
certainly bring mutual understanding between
management and workers. Such understanding
enhances the satisfaction of employees.
Enhancing loyalty: Effective communication helps the
managers to be aware of the performance of their
subordinates. In such a situation, the subordinates try
to show their good performance. Later on, if
management praises their performance, it will
enhance employees’ loyalty.

12. Explain the process of communication. What are

the levels of communication in business? Discuss.
Process of communication

The communication is a dynamic process that begins with the

conceptualizing of ideas by the sender who then transmits
the message through a channel to the receiver, who in turn
gives the feedback in the form of some message or signal
 within the given time frame. Thus, the process of
communication is explained below-

a. Sender: The sender or the communicator is the person

who initiates the conversation and has conceptualized the
idea that he intends to convey it to others.
b. Encoding: The sender begins with the encoding process
wherein he uses certain words or non-verbal methods such
as symbols, signs, body gestures, etc. to translate the
information into a message. The sender’s knowledge, skills,
perception, background, competencies, etc. has a great
impact on the success of the message.
c. Message: Once the encoding is finished, the sender gets
the message that he intends to convey. The message can be
written, oral, symbolic or non-verbal such as body gestures,
silence, sighs, sounds, etc. or any other signal that triggers
the response of a receiver.
d. Communication Channel: The Sender chooses the
medium through which he wants to convey his message to
the recipient. It must be selected carefully in order to make
the message effective and correctly interpreted by the
recipient. The choice of medium depends on the
 interpersonal relationships between the sender and the
receiver and also on the urgency of the message being sent.
Oral, virtual, written, sound, gesture, etc. are some of the
commonly used communication mediums.
e. Receiver: The receiver is the person for whom the
message is intended or targeted. He tries to comprehend it in
the best possible manner such that the communication
objective is attained. The degree to which the receiver
decodes the message depends on his knowledge of the
subject matter, experience, trust and relationship with the
sender.
f. Decoding: Here, the receiver interprets the sender’s
message and tries to understand it in the best possible
manner. An effective communication occurs only if the
receiver understands the message in exactly the same way as
it was intended by the sender.
g. Feedback: The Feedback is the final step of the process
that ensures the receiver has received the message and
interpreted it correctly as it was intended by the sender. It
increases the effectiveness of the communication as it
permits the sender to know the efficacy of his message. The
response of the receiver can be verbal or non-verbal.
h. Noise: It is the hindrance in the process of
communication. It can take place at any step in the entire
process. It reduces the accuracy of communication e.g.

 Disturbance in the telephone lines

 An inattentive receiver
 Improper Decoding of Message etc.

Levels of communication in business

Levels of business communication may be determined on the
basis of direction of communication and the ranks or
positions of the persons with whom communication is being
made.

Levels of
Bussiness
Communication

Lower Level Upper Level Horizontal Level

Communication Communication Communication
1. Lower Level Communication:

When information flows from the persons occupying higher

positions to those at lower levels, it is called ‘Lower Level
Communication’. The flow of communication being
downward it is also called ‘Downward Communication’. It is
usually conveyed through oral or written orders, reports,
manuals, etc. and is the most common practice in all business
organisations.

In an organisation, people at lower levels have a high degree

of loyalty, faith, respect and sometimes a mixed feelings of
fear and obedience towards the people of higher levels. This
leads to high degree of acceptance of the communication.

In the lower level communication there is a possibility of

distortion of information through gossip or ‘grapevine’
communication. In such a case the ultimate objective of
communication is lost. So, care should be taken to send the
information, message or order and receive feedback without
any loss, alteration or distortion of information.

2. Upper Level Communication:

When communication moves upward from the subordinates
to the superiors, it is called ‘Upper Level Communication’.
The means of upper level communication includes the
submission of reports and suggestion, opinions and attitudes,
complaints and grievances, etc.

The upper level employees can understand the pulse of the

lower level employees through such communication. But, it is
less common because it is less favoured by the top managers
due to its troublesome and perplexing nature.

The effectiveness of such communication depends upon

good superior-subordinate relationship and intention of the
superiors to remove the grievances and honour the emotions
of the subordinates. The subordinates should also be co-
operative and avoid unnecessary criticism, fault-finding
attitude, complaining for fake or baseless grievances, etc.

3. Horizontal or Side-Wise or Lateral Communication:

‘Horizontal or Sidewise or Lateral Communication’ takes
place between the people of same level in the positional
hierarchy of the organisation through oral or written method.
Communication between the employees or supervisors or
managers of the same department or another department is
examples of horizontal or lateral communication. It helps to
promote understanding and coordination in the organisation.
It is especially important in large or decentralised
organisation.
13. Write a detailed account on the 7Cs of
communication. How can they be overcome?
7Cs of communication are-

There are 7 C’s of effective communication which are

applicable to both written as well as oral communication.
These are as follows:

Clarity

Courteo
Concise
us

Consider
7Cs
ation Concrete

Complet
eness Correct

1. Completeness - The communication must be complete.

It should convey all facts required by the audience. The
sender of the message must take into consideration the
receiver’s mind set and convey the message accordingly.
A complete communication has following features:
 Complete communication develops and enhances
reputation of an organization.
  Moreover, they are cost saving as no crucial
information is missing and no additional cost is
incurred in conveying extra message if the
communication is complete.
 A complete communication always gives additional
information wherever required. It leaves no
questions in the mind of receiver.
 Complete communication helps in better decision-
making by the audience/ readers/ receivers of
message as they get all desired and crucial
information.
 It persuades the audience.
2. Conciseness – Conciseness means wordiness, i.e,
communicating what you want to convey in least
possible words without forgoing the other C’s of
communication. Conciseness is a necessity for effective
communication. Concise communication has following
features:
 It is both time-saving as well as cost-saving.
 It underlines and highlights the main message as it
avoids using excessive and needless words.
 Concise communication provides short and
essential message in limited words to the audience.
 Concise message is more appealing and
comprehensible to the audience.
 Concise message is non-repetitive in nature.
3. Consideration - Consideration implies “stepping into the
shoes of others”. Effective communication must take the
audience into consideration, i.e, the audience’s view
points, background, mind-set, education level, etc. Make
an attempt to envisage your audience, their
requirements, emotions as well as problems. Ensure
that the self-respect of the audience is maintained and
 their emotions are not at harm. Modify your words in
message to suit the audience’s needs while making your
message complete. Features of considerate
communication are as follows:
 Emphasize on “you” approach.
 Empathize with the audience and exhibit interest in
the audience. This will stimulate a positive reaction
from the audience.
 Show optimism towards your audience. Emphasize
on “what is possible” rather than “what is
impossible”. Lay stress on positive words such as
jovial, committed, thanks, warm, healthy, help, etc.
4. Clarity - Clarity implies emphasizing on a specific
message or goal at a time, rather than trying to achieve
too much at once. Clarity in communication has
following features:
 It makes understanding easier.
 Complete clarity of thoughts and ideas enhances
the meaning of message.
 Clear message makes use of exact, appropriate and
concrete words.
5. Concreteness - Concrete communication implies being
particular and clear rather than fuzzy and general.
Concreteness strengthens the confidence. Concrete
message has following features:
 It is supported with specific facts and figures.
 It makes use of words that are clear and that build
the reputation.
 Concrete messages are not misinterpreted.
6. Courtesy - Courtesy in message implies the message
should show the sender’s expression as well as should
respect the receiver. The sender of the message should
 be sincerely polite, judicious, reflective and enthusiastic.
Courteous message has following features:
 Courtesy implies taking into consideration both
viewpoints as well as feelings of the receiver of the
message.
 Courteous message is positive and focused at the
audience.
 It makes use of terms showing respect for the
receiver of message.
 It is not at all biased.
7. Correctness - Correctness in communication implies that
there are no grammatical errors in communication.
Correct communication has following features:
 The message is exact, correct and well-timed.
 If the communication is correct, it boosts up the
confidence level.
 Correct message has greater impact on the
audience/ readers.
 It checks for the precision and accurateness of facts
and figures used in the message.
 It makes use of appropriate and correct language in
the message.

How to overcome

1. Eliminating differences in perception: The organization

should ensure that it is recruiting right individuals on the
job. It’s the responsibility of the interviewer to ensure
that the interviewee has command over the written and
spoken language. There should be proper Induction
program so that the policies of the company are clear to
all the employees. There should be proper trainings
 conducted for required employees (for eg: Voice and
Accent training).
2. Use of Simple Language: Use of simple and clear words
should be emphasized. Use of ambiguous words and
jargons should be avoided.
3. Reduction and elimination of noise levels: Noise is the
main communication barrier which must be overcome
on priority basis. It is essential to identify the source of
noise and then eliminate that source.
4. Active Listening: Listen attentively and carefully. There
is a difference between “listening” and “hearing”. Active
listening means hearing with proper understanding of
the message that is heard. By asking questions the
speaker can ensure whether his/her message is
understood or not by the receiver in the same terms as
intended by the speaker.
5. Emotional State: During communication one should
make effective use of body language. He/she should not
show their emotions while communication as the
receiver might misinterpret the message being
delivered. For example, if the conveyer of the message
is in a bad mood then the receiver might think that the
information being delivered is not good.
6. Simple Organizational Structure: The organizational
structure should not be complex. The number of
hierarchical levels should be optimum. There should be
a ideal span of control within the organization. Simpler
the organizational structure, more effective will be the
communication.
7. Avoid Information Overload: The managers should
know how to prioritize their work. They should not
overload themselves with the work. They should spend
 quality time with their subordinates and should listen to
their problems and feedbacks actively.
8. Give Constructive Feedback: Avoid giving negative
feedback. The contents of the feedback might be
negative, but it should be delivered constructively.
Constructive feedback will lead to effective
communication between the superior and subordinate.
9. Proper Media Selection: The managers should properly
select the medium of communication. Simple messages
should be conveyed orally, like: face to face interaction
or meetings. Use of written means of communication
should be encouraged for delivering complex messages.
For significant messages reminders can be given by
using written means of communication such as :
Memos, Notices etc.
10. Flexibility in meeting the targets: For effective
communication in an organization the managers should
ensure that the individuals are meeting their targets
timely without skipping the formal channels of
communication. There should not be much pressure on
employees to meet their targets.