UNIT 1 BC

Business Communication
 Business Communication is the ability of a group of individuals to speak the same language internally and
externally towards business promotion.
 Business communication is one of the most important tool for an organization to succeed in a professional
manner.
 Communication that takes place in an organization between its employees and management team is crucial to
business growth and must reflect a common goal towards which every member of the organization is working.
 This common goal gets permeated into every Employee's role through set of communication like vision,
mission, business objectives, financial Goals etc.
 Thus, it is of paramount importance to comprehend the real contribution of Business Communication to
organizational growth.
 This understanding will pave way to groom oneself on the various aspects of communication making it an
effective one in the longer run.

Communication
 Communication is simply the act of transferring information from one place, person or group to another.
 Communication is fundamental to the existence and survival of humans as well as to an organization.
 It is a process of creating and sharing ideas, information, views, facts, feelings from one place, person or
group to another. 
 Communication is the key to the Directing function of management.
 The word communication comes from a Latin word 'communicare' which means to 'share' or participate.
 Communication is the process by which we exchange meanings, facts, ideas, opinions or emotions with other
people.
 It is the art of exchanging opinions, thoughts, facts and ideas in an emphatic manner so that the person at the
other end receives and understands the subject matter involved clearly and perceives it in the same way it was
intended by the sender.
 According to Peter Little, "Communication is the process by which information is transmitted between
individuals and/or organizations, so that it results in an understanding response.

Communication Process
 The process of communication refers to the transmission or passage of information or message from the
sender through a selected channel to the receiver overcoming barriers that affect its pace.
 The process of communication is a cyclic one as it begins with the sender and ends with the sender in the form
of feedback.
 It takes place upward, downward and laterally throughout the organization.
 The process of communication as such must be a continuous and dynamic interaction, both affecting and
being affected by many variables.
 Communication process consists of certain steps where each step constitutes the essential of an effective
communication.
Sender
 The very foundation of communication process is laid by the person who transmits or sends the message.
 He is the sender of the message which may be a thought, idea, a picture, symbol, report or an order and
postures and gestures, even a momentary smile.
 The sender is therefore the initiator of the message that need to be transmitted.
 After having generated the idea, information etc. the sender encodes it in such a manner that can be well-
understood by the receiver.
Message
 Message is referred to as the information conveyed by words as in speech and write-ups, signs, pictures or
symbols depending upon the situation and the nature and importance of information desired to be sent.
 Message is the heart of communication.
 It is the content the sender wants to covey to the receiver.
 It can be verbal both written and spoken; or non-verbal i.e. pictorial or symbolic, etc.
Encoding
 Encoding is putting the targeted message into appropriate medium which may be verbal or non-verbal
depending upon the situation, time, space and nature of the message to be sent.
 The sender puts the message into a series of symbols, pictures or words which will be communicated to the
intended receiver.
 Encoding is an important step in the communication process as wrong and inappropriate encoding may defeat
the true intent of the communication process.
Channel
 Channel(s) refers to the way or mode the message flows or is transmitted through.
 The message is transmitted over a channel that links the sender with the receiver.
 The message may be oral or written and it may be transmitted through a memorandum, a computer, telephone,
cell phone, apps or televisions.
 Since each channel has its advantages and disadvantages, the choice of proper selection of the channel is
paramount for effective communication.
 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.
Receiver
 Receiver is the person or group who the message is meant for.
 He may be a listener, a reader or a viewer.
 Any negligence on the part of the receiver may make the communication ineffective.
 The receiver needs to comprehend the message sent in the best possible manner such that the true intent of the
communication is attained.
 The extent to which the receiver decodes the message depends on his/her knowledge of the subject matter of
the message, experience, trust and relationship with the sender.
 The receiver is as significant a factor in communication process as the sender is.
 It is the other end of the process.
 The receiver should be in fit condition to receive the message, that is, he/she should have channel of
communication active and should not be preoccupied with other thoughts that might cause him/her to pay
insufficient attention to the message.
 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.
Decoding
 Decoding refers to interpreting or converting the sent message into intelligible language.
 It simply means comprehending the message.
  The receiver after receiving the message interprets it and tries to understand it in the best possible manner.
 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.
Feedback
 Feedback is the ultimate aspect of communication process.
 It refers to the response of the receiver as to the message sent to him/her by the sender.
 Feedback is necessary to ensure that the message has been effectively encoded, sent, decoded and
comprehended.
 It is the final step of the communication process and establishes that the receiver has received the message in
its letter and spirit.
 In other words, the receiver has correctly interpreted the message as it was intended by the sender.
 It is instrumental to make communication effective and purposeful.
 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.
Consider the following points related to the feedback involved in the process of communication −
 It enhances the effectiveness of the communication as it permits the sender to know the efficacy of his
message.
 It enables the sender to know if his/her message has been properly comprehended.
 The analysis of feedbacks helps improve future messages. Feedback, like the message, can be verbal or
nonverbal and transmitted through carefully chosen channel of communication.
 We can represent the above steps in a model as the model of communication process.
Types of Feedback
 Negative Feedback or corrective comments about past behaviour
 Positive Feedback or affirming comments about future behaviour
 Negative feedforward or corrective comments about future behaviour
 Positive feedforward or affirming comments about future behaviour

Note: The Noise shows the barriers in communications. There are chances when the message sent by the sender is
not received by the recipient.
SHANON AND WEAVER MODEL
 Shannon and Weaver model is one of the important models in the field of the communication.
 It is also called a 'Mathematical Theory of Communication' or 'mother of all models' .Shannon was an
American Mathematician whereas Weaver was a Scientist.
 In engineering, this model is also called information theory and is used academically to calculate transmission
through machines and also has a formula.
 Shannon and weaver model of communication deals with various concepts like Information source,
transmitter, Noise, channel, message, receiver, channel, information destination, encode and decode so this
model is more technological than other linear models.
 However, Shannon and Weaver did not mention “Feedback” in 1949; hence, it is a linear communication
model.
 Different models and theories have been developed to analyse the communication process.
 One of the most famous models is the Shannon-Weaver model of communication.
 This model was developed by Warren Weaver and Claude Shannon in 1948.
 The two developed this mathematical communication theory to describe how communication occurs between
a sender and a receiver.
 They initially designed it as a linear model to explain how a message is sent and received.
 In the engineering arena, the model is also called information theory and is mainly used in calculating
transmissions that occur in machines.
 The model holds that a sender initiates the communication and is the source of information.
 Information is then relayed from the brain and through the lips in the form of a signal.
 This signal is mixed with other distractions and other sounds and finally received by the recipient.
 The Shannon-Weaver model has various benefits.
 First, it accounts for elements that hinder effective communication. Hence, it makes it possible to identify
communication flaws or noise and resolve them.
 The model also breaks the communication process into small parts, making it more understandable to the
receiver.
 The most well-known and influential formal model of communication, developed in 1949 by Claude Shannon
and Warren Weaver (see communication models). It is a transmission model consisting of five elements: an
information source, which produces a message; a transmitter, which encodes the message into signals; a
channel, to which signals are adapted for transmission; a receiver, which decodes (reconstructs) the message
from the signal; a destination, where the message arrives. A sixth element, noise, is a dysfunctional factor: any
interference with the message travelling along the channel (such as static on the telephone or radio) which
may lead to the signal received being different from that sent. 

1. Sender (Information Source)

The Shannon Weaver model starts with the sender or “information source”. They are the person (or object, or thing –
any information source) who has the information to begin with. The information source starts the process by choosing
a message to send, someone to send the message to, and a channel through which to send the message.

A sender can send a message in multiple different ways: it may be orally (through spoken word), in writing, through
body language, music, etc.
Example: An example of a sender might be the person reading a newscast on the nightly news. They will choose
what to say and how to say it before the newscast begins.

2. Encoder (Transmitter)
The next step in the Shannon Weaver model is the ‘encoder’. The encoder is the machine (or person) that converts the
idea into signals that can be sent from the sender to the receiver. The Shannon model was designed originally to
explain communication through means such as telephone and computers which encode our words using codes like
binary digits or radio waves.

However, the encoder can also be a person that turns an idea into spoken words, written words, or sign language to
communicate an idea to someone.

Examples: The encoder might be a telephone, which converts our voice into binary 1s and 0s to be sent down the
telephone lines (the channel). Another encode might be a radio station, which converts voice into waves to be sent via
radio to someone.

3. Channel
The next step in the Shannon Weaver model is the ‘channel’. The channel of communication is the infrastructure that
gets information from the sender and transmitter through to the decoder and receiver. We sometimes also call this the
‘medium’.

Examples: A person sending an email is using the world wide web (internet) as a medium. A person talking on a
landline phone is using cables and electrical wires as their channel.

If we’re face-to-face, perhaps we don’t have a channel, except the sound waves from our voice that carry the sound
from the sender’s mouth to the receiver’s ear.

4. Noise
The next step in the Shannon Weaver model is ‘noise’. Noise interrupts a message while it’s on the way from the
sender to the receiver. It’s named after the idea that ‘noise’ could interrupt our understanding of a message. There are
two types of noise: internal and external.

Internal noise happens when a sender makes a mistake encoding a message or a receiver makes a mistake decoding
the message. Here’s the two points where it can happen:

 At the point of encoding (for example, when you misspell a word in a text message);
 At the point of decoding (for example, when someone misinterprets a sentence when reading an email)
External noise happens when something external (not in the control of sender or receiver) impedes the message. So,
external noise happens:

 At the point of transmission through the channel (for example, when we’re having a conversation by a
busy highway and the receiver is having trouble hearing over the sound of cars)
One of the key goals for people who use this theory is to identify the causes of noise and try to minimize them to
improve the quality of the message.

Examples: Examples of external noise may include the crackling of a poorly tuned radio, a lost letter in the post, an
interruption in a television broadcast, or a failed internet connection.

Examples of internal noise may include someone having a headache so they can’t concentrate, someone speaking
with a heavy accent, or when the sender mumbles when speaking.

5. Decoder
The next step in the Shannon Weaver model is ‘decoder’. Decoding is the exact opposite of encoding. Shannon and
Weaver made this model in reference to communication that happens through devices like telephones. So, in this
model, there usually needs to be a device that decodes a message from binary digits or waves back into a format that
can be understood by the receiver.

If we’re talking about direct communication between people without the use of technology, there may still be a need
for decoding. For example, you might need to decode a secret message, turn written words into something that makes
sense in your mind by reading them out loud, or you may need to interpret (decode) the meaning behind a picture that
was sent to you.

Examples: Decoders can include computers that turn binary packets of 1s and 0s into pixels on a screen that make
words, a telephone that turns signals such as digits or waves back into sounds, and cell phones that also turn bits of
data into readable (and listenable) messages.

6. Receiver (Destination)
The next step in the Shannon Weaver model is ‘receiver’ The receiver is the end-point of the original Shannon and
Weaver model of the technical communication process. This is the step where the person finally gets the message, or
what’s left of it after accounting for noise.

Examples: Examples of a receiver might be: the person on the other end of a telephone, the person reading an email
you sent them, an automated payments system online that has received credit card details for payment, etc.

7. Feedback
The final step in the Shannon Weaver model is ‘feedback’. Actually, the ‘feedback’ step was not originally proposed
by Shannon and Weaver in 1948. Norbert Weiner came up with the feedback step in response to criticism of the
linear nature of the approach. (‘Linear’ means that the messages are only going one way).
Feedback occurs when the receiver of the message responds to the sender in order to close the communication loop.
They might respond to let the sender know they got the message or to show the sender:

Practical Example of  Shannon-Weaver model of communication :

Thomson made call to his assistant “come here I want to see you”.  During his call, noise appeared (transmission
error) and his assistant received “I want” only. Again Assistant asked Thomson (feedback) “what do you want
Thomson”.

Sender       :   Thomson

Encoder     :   Telephone (Thomson)

Channel     :   Cable

Noise          :   Distraction in voice

Reception  :   Telephone (Assistant)

Receiver     :   Assistant.

Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.

*The noise which affect the communication flow between them.

Criticism of Shannon-Weaver model of communication :

1.       One of the simplest model and its general applied in various communication theories
2.       The model which attracts both academics of Human communication and Information theorist to leads their
further research in communication
3.       It’s more effective in person-to-person communication than group or mass audience
4.       The model based on “Sender and Receiver”. Here sender plays the primary role and receiver plays the
secondary role (receive the information or passive)
5.       Communication is not a one way process.  If it’s behaved like that, it will lose its strength. For example:
Audience or receiver who listening a radio, reading the books or watching television is a one way communication
because absence of feedback
6.       Understanding Noise will helps to solve the various problems in communication

IMPORTANCE AND OBJECTIVES OF COMMUNICATION

1. To exchange information: The first and foremost objective of any communication is to inform. In today’s
world, information is power. Communication brings power through information. The dissemination of
information covers a wide range of areas, both internal and external. People within the organization have to be
kept informed about the organizational goals, objectives, procedures, processes, systems, plans, priorities and
strategies. Equally important is the objective of ensuring effective external communication—with customers,
prospects, competitors, suppliers and the public, about products, services, plans, happenings, events and
achievements. The information needs within the organization take on different nomenclatures—market-
related information, product-related information, client-related information, employee information, executive
information and management information.
2. To organize resources: Various kinds of resources are available in the organization such as human resources,
material resources, financial resources and so on. Organizing these resources in an effective and efficient way
is a key challenge to the managers. Communication is the vehicle to overcome this challenge. To recruit,
train-up & motivate human resource  properly, There must be effective communication. Skilled manpower are
professional and work for achievement and development.
3. 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.
4. To Solve Problem: Communication can remove the gap between employees and employer. Fruitful
communication ensures a network in an Organization to solve problems. Fruitful communication ensures a
network to solve conflict. It also remove the gap between employee and employer.
5. To Create Consciousness: Communication helps both employer and employee to be conscious about their
respective roles, duties and activities. As a result, responsibility and accountability is located among the
concerned persons.
6. To Attract Customer: To knock the door of potential customers with new product and service of an
enterprise, there should exist an efficient communication. So better communication will cause more customers
and more customers will cause more profit.
7. To Provide Necessary Data for Decision-Making: Decision-making is the core of management process. The
relationship of communication and decision-making is inseparable. Managers require different types of data
and information for decision-making. Through communication managers collect necessary data and take
accurate decision.
8. Building Awareness: Building awareness is essential for businesses and people these days. Most companies
these days want to make sure that they can spread the message about their products and services in the best
way. This is where communication helps them out for sure. The better they can communicate with the people,
the more awareness they are going to get for the brand.
9. Increasing Efficiency: For increasing the efficiency of the workforce, the managers must communicate the
right practices, strategies, and things at the right time in a best-personalized manner. Effective communication
strategy serves this most adeptly. So, increasing the efficiency of the workforce along with the overall
organization is one of the most fruitful objectives of communication that ultimately get converted into
increased productivity, sales and profits.
10. Harmonious Relationship b/w Management & Workers: Communication is the prime force that can make
or break things either on the personal front or on the organizational front. So, when it comes to objectives of
communication, its role in ensuring the harmonious relationship between management and workers cannot be
ignored. Communication strategy needs to ensure the unbiased and hassle-free flow of information in the
whole organization, so the productivity keeps on increasing.
11. Job Satisfaction of the Employees: When businesses or HR managers ensure an environment where
employees are allowed to speak their minds to express their viewpoints, desires, and demands, the job
satisfaction level of the employees will for sure be on the higher side. Communication strategies are essential
for ensuring this. When employees feel full freedom in expressing themselves, they stay more motivated, and
hence they will for sure be more satisfied.
12. Train: Communication is an integral component of any training program. Business organizations need to
train people to achieve proficiency in specific skills. They have to provide working knowledge and attitudinal
inputs through training programs to employees at various hierarchical levels. Training sessions involve
teaching, instruction, demonstration, practice and discussion. The process of communication is integral to
each of these.
13. Integrate: Large business organizations have different business units, departments and territorial divisions.
Each of them pursues different goals, sub-goals and target sections. Communication provides the means for an
integrated approach in pursuing organizational goals. Effective communication is a must to ensure that people
working in different functional and geographical areas are integrated into well-knit teams that eschew
working at cross- purposes and continue to achieve organizational goals as envisaged. Communication binds
together people working for a common objective and helps team building.

14. Developing and implementing plans: An organization needs several types of plans and strategies to be
developed from time to time. Why new plans are needed, how should the plans be and what are the plans, etc
can only be properly decided when there is communication between the departments or the concerned parties.
After developing a plan successfully, to implement that to bring results, the organization will have to make
sure that the people who are part of the plan know what they are doing and what they are supposed to do for
the plan to be considered as a successfully implemented one.
15. Ensuring coordination and cooperation: the goals and the values need to be aligned with the capacity and
capability of the organization. Proper coordination can minimize the level of ineffectiveness. For this very
reason, every organization needs a valid structure of communication. Sound communication also leads the
employees to a path of cooperation. It also ensures proper management of the departments within the
organization.
16. 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.
17. To bring dynamism: Organizations should be dynamic to cope with the internal and external changes.
Bringing dynamism requires finding new and better ways of doing things. For this purpose, communication
helps to seek new ideas and suggestions from the internal and external parties.
18. To facilitate policy formulation: Policies are the guidelines for performing organizational activities. Policies
are also termed as standing decisions to recurring problems. Every organization needs to develop a set of
policies to guide its operations. Preparing policies also require information from various sources. Therefore,
the objective of communication is to collect necessary information for policy formulation.
19. Entertain: Every business is not necessarily a serious business. Even serious businesses are not ‘serious’ all
the time. Whatever may be the nature of business, there is a time for entertainment. Communication facilitates
entertainment. It facilitates social bonding and brings in lighter moments that help in releasing tension,
 fostering camaraderie and getting rid of negative feelings. Humour, when used effectively, can play a vital
role in fostering positive behaviour in business organizations.

7c’s of Communication
1. Clear: The message should be clear and easily understandable to the recipient. The purpose of the
communication should be clear to sender then only the receiver will be sure about it. The message should
emphasize on a single goal at a time and shall not cover several ideas in a single sentence.
2. Correct: The message should be correct, i.e. a correct language should be used, and the sender must ensure
that there is no grammatical and spelling mistakes. Also, the message should be exact and well-timed. The
correct messages have a greater impact on the receiver and at the same time, the morale of the sender
increases with the accurate message.
3. Complete: The message should be complete, i.e. it must include all the relevant information as required by
the intended audience. The complete information gives answers to all the questions of the receivers and
helps in better decision-making by the recipient.
4. Concrete: The communication should be concrete, which means the message should be clear and
particularly such that no room for misinterpretation is left. All the facts and figures should be clearly
mentioned in a message so as to substantiate to whatever the sender is saying.
5. Concise: The message should be precise and to the point. The sender should avoid the lengthy sentences
and try to convey the subject matter in the least possible words. The short and brief message is more
comprehensive and helps in retaining the receiver’s attention.
6. Consideration: The sender must take into consideration the receiver’s opinions, knowledge, mindset,
background, etc. in order to have an effective communication. In order to communicate, the sender must
relate to the target recipient and be involved.
7. Courteous: It implies that the sender must take into consideration both the feelings and viewpoints of the
receiver such that the message is positive and focused at the audience. The message should not be biased
and must include the terms that show respect for the recipient.
There are 7 C’s of effective communication which are applicable to both written as well as oral communication.
These are as follows:

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.

Principles of effective communication

1. The principle of clarity: A message should be clear, free from distortion and noise. A vague message is not only a
barrier to creating effective communication but also causes a delay in the communication process and this is one of
the most important principles of effective communication.
2. Principles of Brevity: A communication should be brief i.e. just necessary and sufficient. Repetition and over-
explanation are likely to destroy the actual meaning and importance of the message. Moreover, the reader may feel
disturbed by receiving a long message.
3. The principle of Simplicity: Message should be given using simple and familiar words. Vague and technical
words should be avoided. Simple words are easy to understand and help the receiver to respond quickly.
4. The principle of Timeliness: Communication is meant to serve a specific purpose. If communication is made in
time, communication becomes effective. If it is made untimely then it may become useless.
5. The principle of Compass: The communication net should cover the whole organization. The concerned people
must know “What exactly they need and “When they need it. And effective communication will serve such.
6. The principle of Integrity: Communication should consider the level of people, principles & objectives of an
organization to create a network or chain. Such a network will provide a better field of internal and external
communication.
7. The principle of strategic use of Informal Organization: The most effective communication results when
managers use the informal organization as complementary to formal communication, e.g. arranging sports, cultural
functions & dinners for the employees can be an informal organization.
8. The principle of Feedback: To provide a message to the receiver is not a complete communication. The response
from a receiver is essential. Therefore feedback is required for communication to be effective.
9. The principle of Alternativeness: Effective listening is important in communication otherwise communication
will be ineffective and useless.
10. The principle of language control: The sender should be careful in selecting proper words and forming
sentences, words and structured sentences are the keys to making effective communication. You should see
also principles of effective writing.
The  Principles Of Effective Communication In Business;

1. Principle of clarity: the beginning of all communication is some message. The message must be as clear as
possible. No ambiguity should creep into it. The message can be conveyed properly only if it has been clearly
formulated in the mind of the communicator.
2. Principle of objective: the communicator must know clearly the purpose of communication before actually
transmitting the message. The objective may be to obtain information, give information, initiate action, and
change another person’s attitude and so on. If the purpose of communication is clear it will help in the choice
of mode of communication.
3. Principle of understanding the receiver: understanding is the main aim of any communication. The
communication must crate proper understanding in the mind of the receiver. Thus according to Killian,
“communication with an awareness of the total physical and human setting in which the information will be
received. Picture the place of work; determine the receptivity and understanding levels of the receivers; be
aware of social climate and customs; question the information’s timeliness. Ask what, when and in what
manner you would like to be communicated with if you were in the similar environment and position.
4. Principle of consistency: the message to be communicated should be consistent with plans, policies,
programmes and goals of the enterprise. The message should not be conflicting with previous
communications. It should not create confusion and chaos in the organisation.
5. Principle of completeness: the message to be communicated must be adequate and complete, otherwise it
will be misunderstood by the receiver. Inadequate communication delayed action, poor public relations affects
the efficiency of the parties to communication.
6. Principle of feedback: this principle calls for communication a two-way process and providing opportunity
for suggestion and criticism. Since the receiver is to accept and carry out the instructions, his reactions must
be known to the sender of message. The latter must consider the suggestion and criticism of the receiver of
information. But feedback principle is often given a back seat by most managers, which defeats the very
purpose of communication.
7. Principle of time: information should be communicated at the right time. The communicator must consider
the timing of communication so that the desired response is created in the minds of the receivers.

Following principles of communication make it more effective:

1. Principle of Clarity: The idea or message to be communicated should be clearly spelt out. It should be worded
in such a way that the receiver understands the same thing which the sender wants to convey. There should be no
ambiguity in the message. It should be kept in mind that the words do not speak themselves but the speaker gives
them the meaning. A clear message will evoke the same response from the other party. It is also essential that the
receiver is conversant with the language, inherent assumptions, and the mechanics of communication.

2. Principle of Attention: In order to make communication effective, the receiver’s attention should be drawn
towards message. People are different in behaviour, attention, emotions etc. so they may respond differently to
the message. Subordinates should act similarly as per the contents of the message. The acts of a superior also
draw the attention of subordinates and they may follow what they observe. For example, if a superior is very
punctual in coming to the office then subordinates will also develop such habits. It is said that ‘actions speak
louder than words.

3. Principle of Feedback: The principle of feedback is very important to make the communication effective.
There should be a feedback information from the recipient to know whether he has understood the message in the
same sense in which the sender has meant it.
4. Principle of Informality: Formal communication is generally used for transmitting messages and other
information. Sometimes formal communication may not achieve the desired results, informal communication may
prove effective in such situations. Management should use informal communication for assessing the reaction of
employees towards various policies. Senior management may informally convey certain decisions to the
employees for getting their feedback. So this principle states that informal communication is as important as
formal communication.

5. Principle of Consistency: This principle states that communication should always be consistent with the
policies, plans, programmes and objectives of the organization and not in conflict with them. If the messages and
communications are in conflict with the policies and programmes then there will be confusion in the minds of
subordinates and they may not implement them properly. Such a situation will be detrimental to the interests of
the organization.

6. Principle of Timeliness: This principle states that communication should be done at proper time so that it
helps in implementing plans. Any delay in communication may not serve any purpose rather decisions become of
historical importance only.

7. Principle of Adequacy: The information communicated should be adequate and complete in all respects.
Inadequate information may delay action and create confusion. Inadequate information also affects efficiency of
the receiver. So adequate information is essential for taking proper decisions and making action plans.