Effective communication

Effective communication occurs when there is shared meaning. The message that is
sent is the same message that is received. There must be a mutual understanding
between the sender and the receiver for the transmission of ideas or information to
be successful.

Effective communication may be defined as:

Using language that is appropriate to others' levels of understanding.

Making sure others receive the information or knowledge intended.

Developing relationships with others.

Talking with others in a way that facilitates openness, honesty and cooperation.

Providing feedback.

Effective communication is a part and parcel of any successful organization. Any

communication should be free from barriers so as to be effective. The characteristics
of effective communication are:

1. Clarity of Purpose: The message to be delivered must be clear in the mind of

sender. The person to whom it is targeted and the aim of the message should be
clear.

2. Completeness: The message delivered should be complete. It should be

supported by facts and observations. It should be well planned and organized.
No assumptions should be made by the receiver.

3. Conciseness: The message should be concise. It should not include any

unnecessary details. It should be short and complete.

4. Feedback: Whether the message sent by the sender is understood in same

terms by the receiver or not can be judged by the feedback received. The
feedback should be timely and in personal. It should be specific rather than
general.

5. Empathy: Empathy with the listeners is essential for effective verbal

communication. The speaker should step into the shoes of the listener and be
sensitive to their needs and emotions. This way he can understand things from
their perspective and make communication more effective.

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6. Modify the message according to the audience: The information
requirement by different people in the organization differs according to their
needs. What is relevant to the middle level management might not be relevant to
the top level of management. Use of jargons should be minimized because it
might lead to misunderstanding and misinterpretations. The message should be
modified according to the needs and requirements of the targeted audience.

7. Multiple Channels of communication: For effective communication multiple

channels should be used as it increases the chances of clarity of message. The
message is reinforced by using different channels and there are less chances of
deformation of message.

8. Make effective use of Grapevine (informal channel of communication):

The employees and managers should not always discourage grapevine. They
should make effective use of grapevine. The managers can use grapevine to
deliver formal messages and for identification of issues which are significant for
the employees. The managers can get to know the problems faced by the
employees and can work upon it.

7 C’s and 4 S’s of Communication

In any business environment, adherence to the 7 C’s and the 4 S’s of

Communication helps the sender in transmitting his message with ease and
accuracy. The 7 C’s are as follows:

Credibility. If the sender can establish his credibility, the receiver has no problems
in accepting his statement. Establishing credibility is not the outcome of a one-shot
statement. It is a long-drawn out process in which the receiver through constant
interaction with the sender understands his credible nature and is willing to accept
his statements as being truthful and honest. Once the credibility of the sender has
been established, attempts should be made at being courteous in expression. Much
can be accomplished if tact, diplomacy and appreciation of people are woven in the
message. Courtesy implies taking into consideration both viewpoints as well as
feelings of the receiver of the message. A courteous message is positive and focused
at the audience. It makes use of terms showing respect for the receiver of message
and it is not biased.

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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 develops and enhances reputation of an organization. It is 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 the 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.

Clarity. Absolute clarity of ideas adds much to the meaning of the message. The
first stage is clarity in the mind of the sender. The next stage is the transmission of
the message in a manner which makes it simple for the receiver to comprehend. As
far as possible, simple language and easy sentence constructions, which are not
difficult for the receiver to grasp, should be used. Clarity in communication makes
understanding easier. Complete clarity of thoughts and ideas enhances the meaning
of message. A clear message makes use of exact, appropriate and concrete words.

Correctness: The sender should ensure that his knowledge of the receiver is
comprehensive. The level of knowledge, educational background and status of the
decoder help the encoder in formulating his message. In case there is any
discrepancy between the usage and comprehension of terms, miscommunication can
arise. If the sender decides to back up his communication with facts and figures,
there should be accuracy in stating the same. A situation in which the listener is
forced to check the presented facts and figures should not arise. Finally, the usage
of terms should be nondiscriminatory. In correct communication the message is
exact, correct and well-timed; it boosts up the confidence level; a correct message
has greater impact on the audience/ readers; it checks for the precision and
accurateness of facts and figures used in the message and makes use of
appropriate and correct language in the message.

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Consistency. The approach to communication should, as far as possible, be
consistent. There should not be too many ups and downs that might lead to
confusion in the mind of the receiver. If a certain stand has been taken, it should be
observed without there being situations in which the sender desires to bring about a
change in his understanding of the situation. He should ensure that the shift is
gradual and not hard for the receiver to comprehend.

Concreteness. Concrete and specific expressions are to be preferred in favour of

vague and abstract expressions. In continuation of the point on correctness, the
facts and figures presented should be specific. Abstractions or abstract statements
can cloud the mind of the sender. Instead of stating “There has been a rise in paddy
yield”, if the sender made the following statement: “There has been a rise in paddy
yield by almost 20% as compared to last year”, the receiver is more apt to listen
and comprehend the details. Concrete message is supported with specific facts and
figures; it makes use of words that are clear and build the reputation and concrete
messages are not misinterpreted.

Conciseness. The message to be communicated should be as brief and concise as

possible. As far as possible, only simple and brief statements should be made.
Excessive information can also sway the receiver into either a wrong direction or into
inaction. Quantum of information should be just right, neither too much nor too
little. Concise communication 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. A concise message is more appealing and comprehensible to the audience
and is non-repetitive in nature

4S’s : An understanding of the 4 S’s is equally important.

Shortness. It is often said that “Brevity is the soul of wit.”. The same can be said
about communication. If the message can be made brief, then transmission and
comprehension of messages is going to be faster and more effective. Flooding
messages with high sounding words does not create an impact. Often, the receiver

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has spent a major chunk of his time in trying to decipher the actual meaning of the
message.

Simplicity. Simplicity both in the usage of words and ideas reveals clarity in the
thinking process. Using simple terminology and equally simple concepts would help.

Strength. The strength of a message emanates from the credibility of the sender. If
the sender himself believes in a message that he is about to transmit, there is bound
to be strength and conviction in whatever he tries to state. Half-hearted statements
or utterances that the sender himself does not believe in adds a touch of falsehood
to the entire communication process.

Sincerity. A sincere approach to an issue is clearly evident to the receiver. If the

sender is genuine, it will be reflected in the manner in which he communicates.

Conditions for effective communication:

It is important to recognize that the environment within the formal organization

structure will have an effect upon the successful transmission of concepts and ideas
from the appropriate sender to the receiver. If the employees are clearly aware of
superior-subordinate relationships and horizontal networks, the employees will know
with whom they should communicate directly and what communication needs and
expectations the receiver will have. If lines of authority and channels of
communication are not known, an abundance of miscommunication, excessive
communication or lack of communication will occur; similar is the case in the field
between extension functionaries and farmers.

In an exhaustive theory of organization, communication would occupy a central

place because the structure, extensiveness and scope of organization are almost
entirely determined by communication techniques. Researchers have shown that
the average executive spends nearly 70 percent of his working time in
communication – in writing, reading, speaking and listening. Today’s managers
must be active communicators since all management functions require the skill of
communication.

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