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1. COMMUNICATION
Communication is simply the act of transferring information from one place, person or
group to another.

As this definition makes clear, communication is more than simply the transmission of
information. The term requires an element of success in transmitting or imparting a message,
whether information, ideas, or emotions

Reason why people communicate

We communicate to persuade: It means that we want someone to do something and this

desire of ours is communicated. The mother patting the child to stop crying, the advertiser
displaying a model in a new T-Shirt and the politician haranguing (urging) his audience to vote
for him are all having the same objective of persuading, while communicating it differently.

We communicate in order to give or provide information: The science teacher demonstrating

an experiment, the bank announcing a reduction in interest rates and the finance minister,
presenting the budget are all communicating to provide information.

We communicate seeking information: A passer by asking you the way to the post-office, the
student asking the teacher for some clarification or the investigating policeman making discreet
enquiries are all seeking information by using this communication skill.

We communicate to express our emotions like courage or fear, joy or sorrow, satisfaction or
disappointment with appropriate gestures and words. Some people have unlimited skill to
emote, (i.e., to display excessive emotion) to suit the occasion. Our politicians are capable of
emoting well, which by itself is a communication skill.

Finally effective communication is important as it ensures that information is: clear, concise,
accurate, non-judgmental, and informative. This reduces the