The noun 

vocabulary (or vocab for short) refers to the words used in a language.

The word vocabulary can have at least three different meanings:
1. all of the words in a language
New words are constantly being added to the vocabulary of English.
2. the words used in a particular context
If you want to do an MBA you need to improve your business vocabulary.
My neighbour is a doctor so he has an extensive medical vocabulary.
I've just bought a book on the vocabulary of slang.
3. the words an individual person knows
The teacher says that my vocabulary is good.
Synonyms : A synonym is a word, or in some cases a phrase that has the same meaning as another word with regards to the same language. If the meaning
is not exactly the same, the words have very similar meanings in the context.
Antonyms:Now as opposed to a synonym, an antonym is a word whose meaning is exactly opposite to another word, in the same language. It originates
from the Greek word “anti” which stands for opposite and “onym” which stands for “name”. For example the antonym for hot is cold
Idioms and Phrases :English is a fascinating language. It is colourful and full of expression, and well-written prose can transport you to another world. One
such tool that authors usually employ to make their words memorable are idioms and phrases. It is important for us to understand the concept and the
correct usage of idiom and phrases. Let’s get cracking!
Figures of Speech
“All the world’s a stage, and all the men and women are merely players!”. One of the most memorable lines in the English language, this sentence is a
perfect example of figures of speech. They help lend the prose a lyrical and fresh quality. Let us learn more about figures of speech.
1] Simile: A simile is a figure of speech that uses comparison. In a simile, we use two specific words “like” and “as” to compare two unlikely things, that
actually have nothing in common. This is done to bring out the dramatic nature of the prose and invoke vivid images and comparisons. It is one of the most
common forms of a figure of speech and is used in everything from day-to-day talk to poems.
quite like a mouse
as tall as a mountain
as strong as an ox
precious like an angel
2] Metaphor: A metaphor and a simile are quite similar actually. A metaphor also uses compares to things that are in no way similar. It does so to bring
out the symbolism. A metaphor is a word or phrase used to show its similarity to another thing. It helps to explain an idea, but if you take a metaphor at its
literal meaning it will sound absurd.
An example of a metaphor is “Alex is a chicken”. 
3] Personification: Another very interesting figure of speech is personification. In this, we personify or represent a non-human entity as human. We give
an inanimate object or an intangible idea of some human qualities such as emotions, or gestures or even speech. this is done to portray the object as alive
and help the listener or reader paint a vivid picture. Again, if we take the words at their literal meaning they will sound absurd.
“The wind howled as the storm grew stronger”
4] Hyperbole: Hyperbole in the Greek language translates to ‘excess’. And that is what it does, it exaggerates. We use hyperboles to emphasize the
importance or overstate something. This exaggerates claims and statements are never meant to be taken at their literal meaning. They are used to create a
strong and lasting impression
An example would be “Since he has been away from home he has gotten as thin as a toothpick“. 
5] Onomatopeia :This is a figure of speech where words or phrases indicate sounds. Often to bring about more imagery and better describe a setting,
authors use words to involve all five of our senses. Onomatopeia refers to those words that imitate the sounds of an object or person.
For example “The bees buzzed around in the garden”.

MODULE –II
Communication refers to all behaviour, both verbal and non-verbal, which occur in a social context. Another word for communication could be
‘interaction.
Basic elements involved in the process of communication can be discerned as given below:
1. The intentions, ideas, feelings of the sender, and the behaviour he selects to engage in, all of which lead to his sending a message which conveys
some content.
2. The sender encoding his message by translating his ideas, feelings and intentions into a message appropriate for transmission.
3. The transmission of the message to the receiver.
4. The channel through which the message is transmitted.
5. The receiver decoding the message by taking the stimuli received and interpreting its meaning. The interpretation of the meaning of a message
depends upon the receiver’s comprehension of the content of the message and of the intention of the sender.
6. The receiver responding internally or externally to the interpretation of the message.
Nature of communication which if assimilated will facilitate our communication and render it effective:
1. Communication is an interaction situation wherein the participants are affected by each one’s behaviour:
2. One does communicate:
3. The message received is not necessarily the message sent:
4. Communication occurs simultaneously at more than one level:
Principles of communication
1. Principle of Clarity:
2. Principle of Attention:
3. Principle of Feedback:
4. Principle of Informality:
5. Principle of Consistency:
6. Principle of Timeliness:
7. Principle of Adequacy

Communication Models and Processes

1
Linear Models
Originally developed by Shannon & Weaver in 1948, this model describes communication as a linear process. (See Figure 1.1.) This
model describes how a sender, or speaker, transmits a message to a receiver, or listener. More specifically, the sender is the source of
the message.
Shannon and Weaver Model
While the linear model was highly influential during the mid-20th century, this model is perhaps too simple. Its limitations are easy to
see if you pause to think about the beliefs about communication, or assumptions, made in this model.
Interactional Model
The final feature of this model is the field of experience. The field of experience refers to how environment, experiences, culture, and
even heredity can influence how a sender constructs a message. Keep in mind that each person brings a unique field of experience to
an interaction.
Transactional Models
The transactional is the most dynamic of communication models. One notable feature of this model is the move from referring to
people as senders and receivers to referring to people as communicators.

There are 7 C’s of effective communication which are applicable to both written as well as oral communication. These are as
follows:
Completeness - The communication must be complete. It should convey all facts required by the audience.
Conciseness - Conciseness means wordiness, i.e, communicating what you want to convey in least possible
Consideration - Consideration implies “stepping into the shoes of others”.
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:
Concreteness - Concrete communication implies being particular and clear rather than fuzzy and general.
Courtesy - Courtesy in message implies the message should show the sender’s expression as well as should respect the receiver
Correctness - Correctness in communication implies that there are no grammatical errors in communication. Correct communication
has following features:

Types of Communication Types of Communication

The four main categories of communication are 
Verbal –  It is a method that uses speech in the form of speaking to convey a message or information. It is the most popular and
effective mode of communication, usually practised during video conferences, phone calls, presentations, one-on-one conversations,
and meetings. It supports both nonverbal and written communication.
Nonverbal – It is basically a practice of gestures, facial expressions, and body language to send information. It can be implemented
intentionally and unintentionally when communicating. For instance, a person can smile unintentionally when they hear an interesting
piece of information or a pleasant idea. 
Written – It is all about typing, printing symbols, numbers, letters, and writing to send a piece of information. Sometimes used to record
information for evidence or reference purpose. In general, the written style of communication is used in books, blogs, pamphlets,
memos, and letters to share and spread information. In the workplace,  e-mail is a common example of written communication.
Visual – It uses art, photographs, sketches, graphs, charts, and drawings, to pass on the information. It is used especially during
presentations to present to give a visual effect and support written or verbal communication. 
Communication Process
The communication is a process that starts with the development of thoughts by a sender who conveys the message using a various
channel to the receiver, who then sends him a message as feedback. There are seven main components of the communication
process:
Sender – Here, the sender conceptualizes the idea or the conversation he wants to convey it to the recipient.
Encoding – Now the sender starts the encoding process where he utilizes words or non-verbal means to translate the thought into a
message. 
Message – After encoding, the sender receives the message that he wants to send. 
Communication Channel –  The sender then decides through which medium or channel he/she wants to send the message to the
recipient. They must choose the channel to have an effective and correct interpretation of a message to the recipient. 
Receiver – The receiver receives the message and tries to comprehend in the best possible way.
Decoding – In this step, the receiver translates the sender’s information and tries to perceive it most suitably.
Feedback – It is the last step of the communication process that assures the recipient, has received the information and understood
correctly as the sender designed it.

Channel & Media: Media or channel is the means or ways of transmitting the messages from sender to the receiver. The media of oral
communication are face to face conversation, telephone or mobile, conference, meetings etc. The media of written communication
are newspaper, letter, report, memo, mail etc.

Audience Analysis: Audience analysis involves identifying the audience and adapting a speech to their interests, level of
understanding, attitudes, and beliefs. Taking an audience-centered approach is important because a speaker’s effectiveness will be
improved if the presentation is created and delivered in an appropriate manner. Identifying the audience through extensive research is
often difficult, so audience adaptation often relies on the healthy use of imagination.
Audience expectations
Knowledge of topic
Attitude toward topic 1. Adequacy,
Audience size 2. Proper Time,
Demographics 3. Informality,
Setting 4. Feedback
5. (9) Principle of Integration:
Principles of Effective Communication – 6. (10) Principle of Consultation:
1. Clarity in Ideas, 7. (11) Principle of Flexibility:
2. Appropriate Language,
3. Attention, 8. (12) Principle of Economy:
4. Consistency,

2
. Self-Development and Communication: Development of Positive Personal Attitudes; SWOT Analysis (next chap)

Self-Development and Communication: Development of Positive Personal Attitudes.:, ,

 Meaning of Self-development: Self-development is made up of two words: Self and Development. The term ‘Self’ means totality of the
knowledge of an individual about his or her persona qualities. It includes physical, intellectual material and spiritual qualities. The term development
means to maintain and increase. Thus, self-development means the development of an in an individual. Development of self’ is the most important
part in this process.
Objectives of Self-development: These are as follows:
1. Development of Self-confidence. 
2. Development of Rationality: 
3. Development of Thoughts and Habits: 
4. Development of Organisational Ability: 
5. Development of Personality: 
.6. Development of Positive Attitude: 
7. Development of Self-esteem: 
8. Development of Knowledge: 
Self-development Improves Communication
1 Improvement of Communication Skills: 
2. Improvement of Analytical Power: 
3. Widens the Vision: 
4. Improvement of Critical Skills: 
5. Improvement Other Qualities: .
Positive Attitude
A positive attitude helps to give a proper direction to the functioning, such an attitude always pays everywhere in the long run. It can be made more
amenable by means of careful planning, meditation and repetition. It is a peculiar characteristic of one’s personality that can provide an answer to the
most complicated issues.
; SWOT Analysis
]

SWOT analysis is an evaluation process of external and internal factors through the process of communication which is also termed as empirical
analysis. This analysis is based on observations and experimentation which acts like a strategic management.
SWOT is derived from an acronym of four English letters:
S          Strengths                                 W         Weaknesses
O         Opportunities                           T          Threats
SWOT analysis is applied in laying down the policies of large organisations. An organisation, on the basis of SWOT analysis, can make a
relative/comparative survey of its own strengths, weaknesses. opportunities and threats.
1. Internal Factors: These are the factors which are available with both, an organization and an individual. These can be divided into two parts for
analysis:
 (a) Strengths:  (b) Weaknesses
External Factors: .
(a) Opportunities:  (b) Threats: 
Importance of SWOT Analysis: 
1. Internal Factors and its Analysis: 
2. External Factors and its Analysis
3. Mission and Objectives: 
4. Continuous Process
5. Work Culture and its Development: 
6. Creative Process: 

Corporate communications refers to the way in which businesses and organizations communicate with internal and external various audiences.
These audiences commonly include:
 Customers and potential customers
 Employees
 Key stakeholders (such as the C-Suite and investors)
 The media and general public
 Government agencies and other third-party regulators
The Functions of a Communications Department
1. Media and Public Relations
2. Customer Communications and Marketing
3. Crisis Communication
4. Internal Communications
Formal and Informal communication Networks
Formal and Informal Communication
Formal communication is, typically, conveyed from the top leadership to various departments and employees. Usually, every organization follows a
procedure for formal conversation. Think about the annual meetings or even team meetings that your manager calls for. 
Differences between Formal and Informal Communication

Both formal and informal communication are crucial for maintaining a clear and cordial work culture. But what makes casual conversation different
from official meetings?

Types of Formal and Informal Communication

3
 Let us look at the types of formal and informal communication now.

Types of formal communication:

Vertical
Horizontal or lateral
Crosswise or diagonal

Types of Informal Communication:

Single strand chain

Cluster chain
Gossip chain
Think of the college canteen conversations, where one person vividly describes her recent adventures to a group of friends gathered around the table
to listen. That’s how the gossip chain works. One person initiates the conversation and shares information with a group of people, who then pass on
the information to more people.

Grapevine
Grapevine is a form of informal communication, operates both in internal and external informal channels which can contribute to and
benefit the organization.
Therefore, it is found in all organizations. It does not follow any prescribed or predetermined rule and spreads any information quickly.

Miscommunication (Barriers),
Communication becomes ineffective due to various barriers like:
 Semantic barriers,
 Psychological barriers,
 Organisational barriers,
 Personal barriers, and
 Mechanical barriers.
semantic barriers:
i. Poor Quality of Message:
ii. Faulty Transmission:
iii. Lack of Clarity:
iv. Technical Language:
2. Psychological Barriers:
i. Premature Evaluation:
ii. Inadequate Attention:
iii. Transmission Losses and Poor Retention:
iv. Undue Stress on Written Message:
v. Lack of Trust in the Sender by the Receiver:
vi. Failure to Communicate:
Organisational Barriers:
i. Restrictions Imposed by Rules of Organisation:
 Complex Situation of the Organisation:
4. Personal Barriers:
i. Attitude of Superiors:
ii. Insistence on Following Proper Channel:
iii. Lack of Confidence in Subordinate:
iv. iv. Preoccupation of Superior:
v. v. Lack of Awareness:
vi. vi. Hesitation to Communicate:
]

5. Mechanical Barriers:
i. Inadequate arrangements for transmission of message
ii. Poor office layout
iii. Detective procedure and practices
iv. Use of wrong medium.

Improving Communication

1. Listen, listen, and listen. ...

2. Who you are talking to matters. ...
3. Body language matters. ...
4. Check your message before you hit send. ...
5. Be brief, yet specific. ...
6. Write things down. ...
7. Sometimes it's better to pick up the phone. ...
8. Think before you speak.