TABLE OF CONTENTS

INTRODUCTION...........................................................................................................................2
1. DEFINITION AND DESCRIPTION OF THE COMMUNICATION PROCESS..................3
2. COMMUNICATION PROCESS.............................................................................................4
3. TYPES OF COMMUNICATION............................................................................................5
4. BUSINESS COMMUNICATIONS.........................................................................................6
5. FORMAL COMMUNICATIONS...........................................................................................6
6. INFORMAL COMMUNICATIONS.......................................................................................7
7. PRINCIPLES OF COMMUNICATION ACCORDING TO CHESTER BERNARD............7
8. FORMS OF COMMUNICATION..........................................................................................8
9. COMMUNICATION TIPS......................................................................................................9
10. OBSTACLES IN ORGANIZATIONAL COMMUNICATION..........................................9
11. LEVELS AND CONTEXTS OF COMMUNICATION....................................................10
12. BARRIERS TO EFFECTIVENESS...................................................................................10
CONCLUSION..............................................................................................................................12
LITERATURE...............................................................................................................................13
INTRODUCTION

The term communication comes from the Latin word communicate, which means to
communicate, publish, be in a relationship, correspond, make common, etc.
Communications are a complex human activity that forms the basis of the human actions,
relationships between people, and the performance of any activity or process in which he is
involved, man. It is the basis of a group of people working together. Without it, there is no
common practice work, there is no complex action involving different individuals.
Communication arises from social interaction and serves as its main mediator.
Communication between people is a prerequisite for any organization. They have been proven to
be everything barriers that arise in the organization directly related to a low level and quality
communications. One of the goals of communication is the survival of the organization, the
transfer, and the exchange of ideas and information to form opinions and attitudes about the
goals and ways of reasoning.
All this indicates that communication between people is a civilizational - cultural
consequence and a need arising from a general social situation. Any society, community,
organization, company, must have and respect certain rules and relationships to make it work.
The quality of relationships in an organization and its efficiency depends on many factors, but
the basis of everything is the communication of members of the organization.
Communication between themselves and towards the outside world. Method of
communication, communication channels, communication rules can be defined, more or less in
detail and strictly defined, and mostly in well-organized organizations, but only by people, it
depends on individuals whether they will achieve greater harmony through good mutual
communication relationships and better efficiency of the organization.
The main causes of organizational inefficiency are usually a lack of ideas, information,
goals, and strategies. People are not able to communicate and interference occurs communication
process.

2
 1. DEFINITION AND DESCRIPTION OF THE COMMUNICATION
PROCESS

Communication is an activity that is important for all management functions. It can be

defined as a process in which information and understanding are transmitted from one person to
another. There is no communication if the transmitted information is not received and
understood. Therefore, communication involves sending, receiving, and understanding. Its
importance for the manager is obvious, given that a large part of his time the manager spends
precisely on communication.
Communication is the transfer and understanding of the meaning of messages. The
emphasis on transfer means - if no information and ideas are transmitted - no communication
takes place. A speaker that no one hears or a writer that no one reads has no communication.
Communication involves understanding meaning. Communication is a two-way process.
Communication is a generally present phenomenon without which the functioning of any
group or organization cannot be imagined. Communications are most often verbal such as a
formal agreement or non-verbal as we frown to send a clear message that we are angry. In the
process of communication, information is transmitted that is used as a basis for making certain
decisions. That is why communication must be of high quality so that the source of information
has a clear message based on which he can make a quality decision.
Communication is a process of transmitting messages between people, who try to
communicate by including elements of different nature:
- Cognitive - are reflected in the abilities of perception, interpretation of the message,
provoking emotions and reactions;
- Semantic - they are used in the use of spoken and written language, terms and jargon;
- Symbolic - the use of gestures, facial expressions, body movements, and clothing style.

Communication functions in the organization are performed in the following areas of

management:
- Control of employee behavior;
- The motivation of employees;
- Development of interpersonal relationships;
- Making decisions.

The control function of communication is reflected in the transmission of messages about

the behavior of members of the organization, which may be in accordance with norms and
standards or deviate from it. Formal and informal communication channels can serve as a control
mechanism for an organization’s management to exert influence on employee behavior.
It helps coordinate the organization and encourages employee motivation by conveying
messages to them about what they need to do to get the incentive.

3
 Through feedback, they learn how they are progressing in achieving their goals, and in
accordance with a clear reward system. Communication enables the free expression of feelings
and the fulfillment of social needs. In this way, within the group, communication is the basic
mechanism by which members fulfill their frustrations and feelings of satisfaction.
Communication in the organization is of great importance in the decision-making process
because, in all phases of the decision-making process, the communication process also takes
place.

2. COMMUNICATION PROCESS

Communication is the process or flow of conveying and understanding a message. It

consists of five elements:

1. sender
2. message
3. medium
4. recipient
5. feedback

The communication process includes procedures in the relationship between the source
and the recipient, which leads to the transmission and understanding of the message. The process
can be represented by a model based on which all examples of human communication can be
generalized:

1. source
2. coding
3. channel
4. decoding
5. recipient
6. feedback.

The source of communication or the sender of the message is the individual in the
organization who owns the information and wants to transmit it to one or more other individuals
and start the communication process with him. The recipient is on the other side of the
communication flow. It can be one or more individuals receiving a message from the sender. For
the efficient transfer of information, the source needs to have the necessary amount of
knowledge and skills to do so in an understandable way. The message is the content of what is
being transmitted and it is the product of the sender. It is his idea or thought.
Coding is a complex activity that arises from the desire to communicate. Coding means
choosing the symbols by which the message will be sent. This includes not only written and oral

4
words (speech and writing), but also gestures, intonation, "body language", facial expressions,
and all other means we use to express ourselves. When a message is encoded, that is, when the
appropriate symbols are chosen to express an idea, the message is sent. Receiving a message or
decoding is achieved when the recipient manages to translate the symbols of the message into a
form that is understandable to him.
A channel or medium is the means by which a message is conveyed. The most commonly
used media are words, images, and activities. The choice of symbols usually influences our
choice of medium. The dominant medium in communication is spoken or written words. as well
as graphs, models, posters, drawings, schemes, and other graphic representations. Formal ways
of communication are normatively regulated and they convey messages related to the activities
of employees related to work. Personal or social messages are sent through informal channels.
Feedback is feedback from the recipient to the sender and should show whether the message was
understood and how successful the communication was.
Noise is everything that interferes with communication. These interferences in
connections can occur at all stages of communication, and range from hidden factors we do not
see such as a non-acoustic room, a cold room, a sick, exhausted, unmotivated, and dissatisfied
worker.

3. TYPES OF COMMUNICATION

Communication between people can be achieved in two ways, by conveying sentence

messages and messages without using words. This means that we have verbal and non-verbal
types of communication.

Verbal communication

Verbal communication is realized in the exchange of information, exchange of thoughts

and ideas of participants, through words. It is realized with the help of written and spoken words,
ie written and oral. In practice, these two types of verbal communication are intertwined. Their
choice should be per the type of message. Oral communications are sometimes considered
ambiguous, and clarification is given in written text. Verbal communication is an important part
of managerial activities and a sense of media choice must be possessed. If the organization is in a
crisis phase, the decision of the manager how to explain it to the workers is important.

Nonverbal communication

Communicating messages without the use of words, non-verbal symbols such as smiles,
looks, body movements, speech intonation or style of dress, often represents speech that is

5
clearer than words. A mild and calm tone has a different message that is conveyed nervously
with a strong emphasis on a word. The expression on the speaker's face also conveys meaning. A
smiling or frowning face sends different messages. Facial expressions with appropriate
intonation can show aggression, arrogance, fear or shyness. We cannot see that when we read the
minutes or the note from the meeting. Managers and other executives combine verbal and non-
verbal communication.

4. BUSINESS COMMUNICATIONS

The nature of the manager's job as an "orchestra conductor" requires a large number of
communications, both in the organization (internal) and with the environment (external).
The "open door" approach is characteristic of democratic managers, which makes them
more successful than others.
Maintaining and developing communications with "superiors" and "subordinates" opens
the possibility of learning about the characteristics of the personality, which is of particular
importance when planning staff and allocating roles and tasks to executors. The experiences of
managers show that communication on the line manager-union-workers' organization is realized
to prevent conflict situations, understanding problems, etc.
That is why this kind of communication is desirable and necessary. Of particular
importance are communications of higher and high levels of management, which build trust
relationships between influential social groups and organizations. Both internal and external
communications are realized in written and / or oral form, by by face-to-face methods or through
meetings. The presence of modern technical devices speeds up the communication process, saves
time and money, reduces the need to travel, and enables more efficient and frequent exchange of
information.

5. FORMAL COMMUNICATIONS

Formal communications are official and normatively regulated forms of messages

between members of an organization, and by monitoring the configuration network, we
distinguish between centralized and decentralized communications. Formal communication takes
place within the organizational hierarchy, from higher to lower levels, vice versa or only at one
level. There are vertical and horizontal communication.
Vertical communication is the dominant form of communication between employees.
The basic function is to gather information for decision making, and within the vertical hierarchy
it takes place in two directions: from top to bottom, and vice versa, from bottom to top.
Communication upstairs provides the necessary feedback to superiors and authorities on the
execution of tasks, the situation and changes in the organization. The communication below is
realized per the hierarchy of authorities, the content of which is most often of a directive and

6
advisory nature, ie instructions for accomplishing tasks. Due to the difference in status and
power between managers and employees, often vertical communication provides a distorted
picture of the state of the organization.
Horizontal communication is realized between individuals at the same organizational
level. Unlike the vertical, where people are in an unequal position, at the same organizational
level, people start from the same positions and have an equal influence on decision-making.
Horizontal communications are very important as they improve coordination between group,
department and service. Horizontal communication, like the lateral flow of messages, goes out of
the box strictly
hierarchical way of arranging communications. As a communication with a greater degree of
freedom in realization, it contributes to a more successful up-and-down communication, and in
that way makes the organization more homogeneous and successful. Its presence contributes to
the elimination of conflict situations, timely communication and exchange of information. This
increases employee satisfaction. Formal communication networks can have appearance forms as
shown in the following figure.

6. INFORMAL COMMUNICATIONS

Employees in an organization connect with like-minded individuals and exchange

messages with each other that may or may not be job-related. Informal communications have a
dual function:

- Social, which is reflected in the rapprochement of employees, socializing, and

developing friendships.
- The function of spreading rumors that are inaccurate, unofficial, and difficult to
verify.

Informal information is spread according to the "grapevine" model. It is a network that

multiplies, intersects with each other, and intersects in several places. Managers are suggested to
use both formal and informal networks, where informal ones are often more efficient and useful
when it is important that some interesting information flows quickly. Contrary to this, caution is
suggested so that rumors would not disrupt interpersonal relations and create a climate of
mistrust.

7. PRINCIPLES OF COMMUNICATION ACCORDING TO CHESTER

BERNARD

Arranging the sphere of communications on the basis of the following principles enables
unhindered communication along the lines of authority:

7
 1. It is necessary that everyone, without exception, knows the channels for
communication;
2. Everyone must report to someone (up communication) and everyone must be superior
to someone (down communication);
3. Communication lines must be as short and direct as possible;
4. An established communication channel should usually be used;
5. Individuals in positions over which communication passes must be competent;
6. Communication lines should not be interrupted;
7. The authenticity of each act of communication should be confirmed.

Thus, employee information, hierarchy in communication, short and direct

communication, use of established lines of communication, the competence of communication
participants are the basic messages of Bernard's principles.

8. FORMS OF COMMUNICATION

Dialogue - in a narrower sense, it is a two-way exchange of information between people,

both publicly and through the media. In a broader sense, the dialogue is a horizontal exchange of
information, in the process of which the communicator and the receptor gain equal importance.
Discussion - there is a lot of controversy over the literary content of this term.
Discuss - publicly discuss the issue. Scientific discussion - participate in a scientific
discussion. Debate - edit a debate, discuss anything
which issues. To argue - to participate in controversy in public. To speak with an opinion,
challenging an opinion, an opinion, expressing, and protecting one's views. Discussion is a
public dispute in order to clarify the truth by opposing different opinions, while the controversy
is a public dispute in order to protect one's point of view and refute the opinion of the opponent.
A sermon - a sermon is a collective form of discussion in the form of a question - answers
about various problems with a specific goal.
Negotiations - exchange of opinions in order to clarify the starting point of the parties and
make a decision.
Press conferences - the exclusive provider of information with the right to publish it, with
or without citing their sources.
Briefing - a specially prepared meeting with journalists for short announcements on the
activities of management staff, as well as on current events that are from
interests of government and citizens.
Presentation - official (official) presentation of a new company, firm, project, product,
and goods to the circle of invited persons.
Reception on personal issues - led by managers with the aim of clarifying informal
issues, which are of interest to workers.

8
 Telephone conversations, use of fax machines, e-mail, Internet and other means - they are
all means of business communication. Building a company image is not possible without
developing all these forms of communication.

9. COMMUNICATION TIPS

1. Look your interlocutors in the eye long enough,

2. Observe the interlocutor and look for instructions for further action,
3. Make sure you understand the problem well,
4. Make sure the other person understands everything you said,
5. Make sure the other person agrees with what you plan to do.

10.OBSTACLES IN ORGANIZATIONAL COMMUNICATION

Communication barriers are obstacles that hinder the establishment of contacts and
mutual influence between the participants in communication. They can appear in all elements of
the communication process and with their presence distort the message, reduce the efficiency of
communication, deny access to information, reduce the motivation and satisfaction of
employees.
Jargon is an effective means of communication between people from the same social
group or profession but can be an obstacle in communicating with people belonging to another
profession or group. This problem is overcome by clear communication or language that
everyone understands.
Overcrowding with information leads to congestion that diminishes the effect of
communication, and practical advice is to be brief.
Information filtering is a form of censorship, where the sender misses only those parts of
the message that he knows will cause a favorable effect. In a highly hierarchical organization, the
ability to filter information is expressed. On the contrary, in a horizontal organization, it is
significantly reduced.
Perception, as the ability of members of an organization to properly present reality, is a
consequence of personal characteristics such as education, upbringing, origin, value system,
motivation, and aspiration. These traits form the personality profile of an individual that makes
him different from others.
Emotions are feelings that can create an individual's mood, and this can affect how the
message will be received and interpreted. Excessive joy or depression interferes with rational and
objective reasoning. This applies to states of stress and frustration. Managers must choose the
right moment, form, and way of communication. A good assessment is related to the following
order: who, when, what, how, and to whom.

9
 The ability to listen involves attention, memorization of sound signals, and interpretation.
Many people do not have this ability. Listening skills training has become an important part of
management skills development courses.
Technical faults; have a source in the communication channel (telephone, fax).
Interference can partially distort information (communication) or completely distort it stop.
Psychological disorders; refer to the mutual relations of the participants in
communication, their relationship to the information channel, communication skills, contents and
forms of realization.

11.LEVELS AND CONTEXTS OF COMMUNICATION

Communication is a process of exchanging thoughts, feelings, and messages that

necessarily takes place whenever there is interaction (interrelation, interaction). Communication
is part of the characteristics of individual peoples or groups of people, so in international
relations, it is very important to know the culture and tradition of the interlocutor in order to be
able to communicate successfully. That is why communication is the foundation of interpersonal
relationships. Levels of communication can be family (communication between family
members), tribal (noble families that have customs and standards of communication), emotional,
rational, etc. There is as much level of communication as there are social levels. Every
communication depends on the context of the communication.

12.BARRIERS TO EFFECTIVENESS

Barriers to effective communication can stop or distort the message or intent of the
message being transmitted. This can fail in the communication process or cause an unwanted
effect. This includes filtering, selective perception, information overload, emotions, language,
silence, communication fear, gender differences, and political correctness.
This also includes the absence of “knowledge-appropriate” communication, which occurs
when a person uses ambiguous or complex legal terms, medical jargon, or descriptions of a
situation or environment that the recipient does not understand.
Physical barriers - Physical barriers usually occur due to the nature of the environment.
One example of this is the natural barrier that exists if staff are located in different buildings or
different locations. Similarly, poor or outdated equipment, especially the failure of management
to introduce new technologies, can also be a problem. Lack of staff is another factor that often
leads to communication difficulties in the organization.
System Design - System design errors relate to problems with structures or systems used
in an organization. Examples may involve an organizational structure that is confusing and
therefore it is not clear with whom it is necessary to communicate. Other examples may be

10
inefficient or inadequate information systems, lack of oversight or training, and lack of clarity in
roles and responsibilities that can lead staff to be unsure of what is expected of them.
Barriers due to attitudes - Barriers due to attitudes occur as a result of problems with staff
in the organization. This can occur, for example, due to factors such as poor management, lack of
consultation with employees, personal conflicts that can lead to people delaying or refusing to
communicate, personal attitudes of individual employees that may be due to lack of motivation
or dissatisfaction with work, which is caused by insufficient training that would enable them to
perform certain tasks, or simply by resistance to change due to ingrained attitudes and ideas.
Ambiguity of words / phrases - Words that sound the same but have different meanings
can convey completely different messages. Therefore, the communicator must ensure that the
listener receives the desired meaning. It is often helpful to avoid ambiguous words by using
alternatives whenever possible.
Individual linguistic abilities - The use of jargon, difficult or inappropriate words in
communication can make it impossible for a casual person to understand a message. Poorly
explained or misunderstood messages can lead to confusion. However, research in
communication has shown that confusion can provide legitimacy to research when persuasion
fails.
Physiological barriers - They can result from personal discomfort of individuals, caused -
for example - by poor health, poor eyesight or hearing difficulties.
Bypass - They appear as communicators (sender and receiver) do not give the same
symbolic meaning to their words. This happens when the sender expresses a thought or says a
word, and the listener understands it with a different meaning.
Technological Multitasking and Absorption - With the rapid increase in technologically
driven communication in recent decades, individuals are increasingly faced with condensed
communication in the form of e-mail, text studies, and social updating. This, in turn, has led to a
significant change in the way the younger generations communicate and realize their
effectiveness in communicating and connecting with others. With the ubiquitous presence of
another "world" in their pockets, individuals are exposed to multiple tasks physically and
cognitively through constant reminders of something else happening elsewhere. While this may
still be too new an advance to know the long-term effects, this is the subject of current research
by personalities like Sherry Tarkle.
Fear of criticism - This is the main factor that prevents good communication. If a person
adheres to simple practices to improve communication skills, he can become an effective
communicator. For example, she can read an article from a newspaper or collect news on
television and present it in front of a mirror. This not only increases self-confidence, but also
improves language and vocabulary.
Gender Barriers - Most communicators, whether they are aware of it or not, usually have
a set goal. This is very noticeable between different sexes. For example, many women are
considered to be more critical in resolving conflicts. It has also been observed that men are more
likely to withdraw from conflict than women. This division and comparison not only show that

11
there are many factors in communication between the two sexes, but also room for improvement,
as well as established guidelines for all.

CONCLUSION

Modern communication is one of the important human functions that enable him a place
and a role in the broader context of the sociability of his being. Communication is a reflection of
human evolution and at the same time a way of its adaptation and harmonization with the
environment, primarily with other people.
By participating in the communication process, a person realizes belonging and benefits
from the fact that he is a member of a business team or organization, and thus contributes to
successful business and economy.
The business man-manager spends most of his working time precisely in the
communication process, either through the role of the sender or receiver of the communication
message. Having in mind the fact that the most important thing is that the management has
adequate, accurate, and timely information, I believe that communication is the primary process
of every company from which everyone else is further generated.
It is very important to adapt the way of communication to a specific organization, its
activities to the organizational structure and personnel. Properly chosen type of communication
in every business situation is a managerial skill with the help of which the managers of the
modern business world "fight battles" in order to ensure the successful realization of the mission
of their organizations in a competitive environment.
A multicultural work environment inevitably conditions communication with business
partners belonging to different national, cultural, religious, and ethnic areas. Accordingly, the
success and efficiency of business directly depend on knowing and being able to understand the
way people from different cultures think, reason, behave, decide, and work.
Communication is, therefore, an extremely important determinant of the success of
management and decision-making, and the possession of adequate communication skills is a
necessity of every modern manager. Only open, efficient and harmonized communication, as
well as a great knowledge about this phenomenon, can be the basis for achieving and making the
right decisions and achieving the desired performance in the company's business.
A manager who fully understands the problem, listens, concentrates on what he says,
"reads between the lines", do not mix private life and emotions with work, speaks concisely and
clearly, achieves good communication, which makes him a successful manager.

12
LITERATURE

1. .D.Đorđević, Ž. Anđić : Uvod u poslovnu etiku i parvo

2. Sajfert Zvonko, Strategiski menadžent
3. Prof.dr Todor Petković Menadžment
4. Čović, L., Čović, B., 2007., ''Osnovi komunikologije'', Banja Luka, str. 184.
5. Ilić B., Interna komunikacija kao sastavni deo uspešne organizacije 2005. Festival
kvaliteta Nacionalna konferencija o kvalitetu Kragujevac 19-25. Maja 2005
6.  „Communication”. The office of superintendent of Public Instruction. Washington.
7.  „Technology can sometimes hinder communication, TR staffers observe - The
Collegian”.  The Collegian 
8.  Harper, Douglas.  „communication”. Online Etymology Dictionary.
9. Rogers, Everett (1994). A History of Communication Study: A Biological Approach.
NY: The Free Press.
10. Innis, Harold; Innis, Mary Q. (1975) [1950]. Empire and Communications. Foreword
by Marshall McLuhan (Revised изд.). Toronto: University of Toronto Press.

13