Learning Unit 1: Communication Skills 1

Learning Outcomes:
The following learning outcomes are covered in this module.
1. Accommodate audience and context needs in oral/signed
communication 
2. Use language and communication in occupational learning programmes 
3. Read/view, analyse and respond to a variety of text
4. Use language and communication in occupational learning programme
5. Write/present/sign texts for a range of communicative contexts 
6. Engage in sustained oral/signed communication and evaluate
spoken/signed texts 
7. Write/present/sign for a wide range of contexts 

Introduction
Communication is neither transmission of message nor message itself. It is the mutual exchange of
understanding, originating with the receiver. Communication needs to be effective in business.
Communication is essence of management. The basic functions of management (Planning,
Organizing, Staffing, Directing and Controlling) cannot be performed well without effective
communication. Business communication involves constant flow of information. Feedback is integral
part of business communication. Organizations these days are very large. They involve number of
people.

There are various levels of hierarchy in an organization. Greater the number of levels, the more
difficult is the job of managing the organization. Communication here plays a very important role in
process of directing and controlling the people in the organization.

Immediate feedback can be obtained and misunderstandings if any can be avoided. There should be
effective communication between superiors and subordinated in an organization, between
organization and society at large (for example between management and trade unions). It is
essential for success and growth of an organization. Communication gaps should not occur in any
organization.

Business Communication is goal oriented. The rules, regulations and policies of a company have to
be communicated to people within and outside the organization. Business Communication is
regulated by certain rules and norms. In early times, business communication was limited to paper-
work, telephone calls etc. But now with advent of technology, we have cell phones, video
conferencing, emails, and satellite communication to support business communication. Effective
business communication helps in building goodwill of an organization.
Subtopic 1; Communication - Presentation Transcript
1. Communication

 Communication is about messages

 A message is sent – by a sender
 A message is received – by a receiver

2. Channels of Communication

 Verbal
 Spoken (includes listening)

 Non-verbal
 Visual (i.e. signs/symbols)
 Written
 Body Language
3. Effective Communication
 Happens when a message is received in the manner in which the sender intended
 Identify the people a salon assistant needs to effectively communicate with
 Identify examples of the four types of communication channels – which
examples are most commonly used in a salon?
 Why is effective communication important in a salon?
4. Ineffective Communication
 Messages can fail to be communicated clearly for different reasons
 the receiver wasn't listening
 the sender wasn't speaking clearly
 barriers got in the way of the message
5. Verbal – Spoken
 Involves speaking & listening
 Tips for better speaking
 Think before speaking, in some cases plan what you are going to say
 Tips for better listening
 Concentrate on what is being said by giving the speaker full
attention
 Ask clarifying questions

 Verbal communication represents only about 30% of a way a message is

communicated
6. Non-verbal
 A balance of 70%, is made up of the various non-verbal communication skills that
are used every time a message is communicated
 Take turns sending messages to each other using body language, facial
expressions or gestures – was the message received correctly?
7. Personal Presentation

 What does your current personal presentation communicate about you?

 Describe how you could change your personal presentation to communicate a
different message
  Describe the ideal personal presentation for a salon assistant to communicate an
appropriate image of a salon & it’s services

8. Salon Presentation
 Think about the messages communicated by the overall presentation of a salon – i.e.
signage, cleanliness, tidiness, decor, etc

Business Communication can be of two types:

1. Oral Communication - An oral communication can be formal or informal. Generally business

communication is a formal means of communication, like: meetings, interviews, group
discussion, speeches etc. An example of Informal business communication would be -
Grapevine.
2. Written Communication - Written means of business communication includes - agenda,
reports, manuals etc.

Oral Communication - Meaning, Advantages and Limitations

Oral communication implies communication through mouth. It includes individuals conversing with
each other, be it direct conversation or telephonic conversation. Speeches, presentations,
discussions are all forms of oral communication. Oral communication is generally recommended
when the communication matter is of temporary kind or where a direct interaction is required. Face
to face communication (meetings, lectures, conferences, interviews, etc.) is significant so as to build
a rapport and trust.

Advantages of Oral Communication

1. There is high level of understanding and transparency in oral communication as it is
interpersonal.
2. There is no element of rigidity in oral communication. There is flexibility for allowing changes
in the decisions previously taken.
3. The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.
4. Oral communication is not only time saving, but it also saves upon money and efforts.
5. Oral communication is best in case of problem resolution. The conflicts, disputes and many
issues/differences can be put to an end by talking them over.
6. Oral communication is an essential for teamwork and group energy.
7. Oral communication promotes a receptive and encouraging morale among organizational
employees.
8. Oral communication can be best used to transfer private and confidential
information/matter.
Disadvantages/Limitations of Oral Communication
1. Relying only on oral communication may not be sufficient as business
communication is formal and very organized.
2. Oral communication is less authentic than written communication as they are
informal and not as organized as written communication.
3. Oral communication is time-saving as far as daily interactions are concerned, but in
case of meetings, long speeches consume lot of time and are unproductive at times.
4. Oral communications are not easy to maintain and thus they are unsteady.
5. There may be misunderstandings as the information is not complete and may lack
essentials.
6. It requires attentiveness and great receptivity on part of the receivers/audience.
7. Oral communication (such as speeches) is not frequently used as legal records except
in investigation work.

Written Communication - Meaning, Advantages and Disadvantages

Written communication has great significance in today’s business world. It is an innovative activity of
the mind. Effective written communication is essential for preparing worthy promotional materials
for business development. Speech came before writing. But writing is more unique and formal than
speech. Effective writing involves careful choice of words, their organization in correct order in
sentences formation as well as cohesive composition of sentences. Also, writing is more valid and
reliable than speech. But while speech is spontaneous, writing causes delay and takes time as
feedback is not immediate.

Advantages of Written Communication

 Written communication helps in laying down apparent principles, policies and rules for 
running of an organization.

 It is a permanent means of communication. Thus, it is useful where record maintenance

is required.

 It assists in proper delegation of responsibilities. While in case of oral communication, it

is impossible to fix and delegate responsibilities on the grounds of speech as it can be
taken back by the speaker or he may refuse to acknowledge.

 Written communication is more precise and explicit.

 Effective written communication develops and enhances an organization’s image.

 It provides ready records and references.

  Legal defences can depend upon written communication as it provides valid records.

Disadvantages of Written Communication

 Written communication does not save upon the costs. It costs huge in terms of stationery
and the manpower employed in writing/typing and delivering letters.

 Also, if the receivers of the written message are separated by distance and if they need to
clear their doubts, the response is not spontaneous.

 Written communication is time-consuming as the feedback is not immediate. The encoding

and sending of message takes time.

 Effective written communication requires great skills and competencies in language and
vocabulary use. Poor writing skills and quality have a negative impact on organization’s
reputation.

 Too much paper work and e-mails burden is involved.

Writing Effectively to get a Job / Potential Client

In today’s competitive world, a good writing must engage a reader. Whether it is a proposal or a
resume, the reader must feel involved in the write-up.

Learner Tip:

Read on to get tips on how to write better while applying for a job or for a
business....

 Start with something interesting: In today’s market scenario where

several resumes are lying at the desk, why does a particular resume gets
picked than the others in the lot? Thinking... It is because the resume
has a cover letter / introductory note that make it saleable. A summary
of a candidate’s profile is always better than a simply stated one line
objective which merely talks about a candidate’s aspiration and does
not tell about his / her profile summary.
 Add a personal touch: While writing to potential clients for business,
ensure that the content is customized as per the client’s profile and
requirement. This helps creating a special bond with the reader.
 Give examples and not just adjectives: A candidate must mention a
relevant example to demonstrate or justify the adjectives included in
 the resume. For instance, if he / she talks about his strength in area of
team management, he / she should mention an example on how well a
team was handled. Avoid giving micro level details, however, mention
about achievements / recognitions.
 Leverage numbers: A candidate must back-up achievements / adjectives
stated with numbers. Same goes for the corporate looking for business.
Numbers form a strong base for generating commitment. A percentage
movement showing improvement in performance or scores always
catches attention of the readers.
 Avoid jargons: If a candidate is applying in a completely different
industry than the one he has worked before in, he should avoid / not
use jargons which are not relevant to the new industry. Jargons tend to
confuse people and there is a possibility of the message being lost. In
case a jargon is to be used, the expanded form should also be
mentioned. For instance a jargon EMS should be written in a statement
as "Employee Measurement System [EMS]".
 Do not misrepresent data: Write with integrity. Whether it is numbers
or years of experience or sales volume - all facts stated should be true.
 Communication Skills: Ensure that the document is error free - no
spelling or grammatical mistake. Always proof read the document /
proposal or get it read by a friend / colleague.
 Follow-up: Most of the times a candidate submit a resume or a proposal
to a prospective client and does not follow-up. Remember, there are
several other resumes and proposals which are lying at the desk. A
candidate needs to ensure that a prompt follow-up [read "not too
much"] should be done.

Effective Writing for Results

While writing to a friend, colleague, client, or a business partner, the content must be clear, concise,
persuasive, accurate, and confident. Read on to know some tips for making the letter / memo /
presentation worthwhile.

Avoid being verbose: Choose shorter words and sentences. For e.g. “I wanted to bring to your notice
that the meeting has been cancelled” [10 words] This sentence could be rephrased as “Please note
the meeting has been cancelled”. [7 words]

Use objective subject lines: The subject of the memo / letter / e-mail should be objective and should
reflect the content of the message. For e.g. “Tips on Effective Writing for Business” conveys to the
reader that the message content will be related to information on effective writing.

Decide your audience: It is advisable to write to one set of audience as writing to different
professionals would require choosing correct verbiage which is understood by different
professionals in the same way. Also, do not use words which are very technical and can be
understood only by a specific audience.

Request for action: Never leave the reader guessing “what next?” He or she should know what is
expected out of him / her. Close your mail / letter with the action you are expecting the reader to
take.
Share companywide messages with a strategy: Do not overload employees with a lot of text heavy
mails. Divide the message. For e.g. If a company has set up a videoconference room, the Corporate
communication Team should sent out the first message announcing the launch, the second message
on how to use the equipment, and the third message on how to block the conference room for client
meetings and calls.

Logically format a document: Ensure that the content in the message is linked to the subject and to
the content below and above it. There should be a logical connection in various paragraphs included
in the document.

Be Persuasive: Address one reader rather than many as it increases the focus and also creates
accountability of the reader.

Engage the audience: Talk to the audience. For e.g. Rather than saying, “There will be two ways for
calculating the cost.” The sender of the message could say, “Financial Analysts can choose one of
two procedures to calculate the cost.”

Check before you send: Always proofread the mail / memo / document that are to be sent.
Remember the first draft is not always the final draft. Do not only check for content, but also, check
for formatting, subject lines, audience, and attachments.

Execute with confidence: Do not be fearful while sending the communication. If a reminder needs to
be sent, it should be sent. Do not try to send it to a group; rather send it to those who haven’t sent
the reports so far. For e.g. In case you are following up on a report you asked for, address the
audience as “Thank You X, Y, Z for sending the reports. We are still awaiting reports from A, B, and C.
Request you to send them latest by 4:00 PM today.”

Components of Communication Process

Communication is a process of exchanging verbal and non verbal messages. It is a continuous
process. Pre-requisite of communication is a message. This message must be conveyed through
some medium to the recipient. It is essential that this message must be understood by the recipient
in same terms as intended by the sender. He must respond within a time frame. Thus,
communication is a two way process and is incomplete without a feedback from the recipient to the
sender on how well the message is understood by him.
Communication Process
The main components of communication process are as follows:
Context - Communication is affected by the context in which it takes place. This context may be
physical, social, chronological or cultural. Every communication proceeds with context. The sender
chooses the message to communicate within a context.
Sender / Encoder - Sender / Encoder is a person who sends the message. A sender makes use of
symbols (words or graphic or visual aids) to convey the message and produce the required response.

For instance - a training manager conducting training for new batch of employees Sender may be an
individual or a group or an organization. The views, background, approach, skills, competencies, and
knowledge of the sender have a great impact on the message. The verbal and non verbal symbols
chosen are essential in ascertaining interpretation of the message by the recipient in the same terms
as intended by the sender.

Message - Message is a key idea that the sender wants to communicate. It is a sign that elicits the
response of recipient. Communication process begins with deciding about the message to be
conveyed. It must be ensured that the main objective of the message is clear.

Medium - Medium is a means used to exchange / transmit the message. The sender must choose an
appropriate medium for transmitting the message else the message might not be conveyed to the
desired recipients. The choice of appropriate medium of communication is essential for making the
message effective and correctly interpreted by the recipient. This choice of communication medium
varies depending upon the features of communication. For instance - Written medium is chosen
when a message has to be conveyed to a small group of people, while an oral medium is chosen
when spontaneous feedback is required from the recipient as misunderstandings are cleared then
and there.

Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended / aimed /
targeted. The degree to which the decoder understands the message is dependent upon various
factors such as knowledge of recipient, their responsiveness to the message, and the reliance of
encoder on decoder.
Feedback - Feedback is the main component of communication process as it permits the sender to
analyze the efficacy of the message. It helps the sender in confirming the correct interpretation of
message by the decoder. Feedback may be verbal (through words) or non-verbal (in form of smiles,
sighs, etc.). It may take written form also in form of memos, reports, etc.

Communication Barriers - Reasons for Communication Breakdown

Communication is a process beginning with a sender who encodes the message and passes it
through some channel to the receiver who decodes the message. Communication is fruitful if and
only if the messages sent by the sender are interpreted with same meaning by the receiver. If any
kind of disturbance blocks any step of communication, the message will be destroyed. Due to such
disturbances, managers in an organization face severe problems. Thus the managers must locate
such barriers and take steps to get rid of them.

There are several barriers that affect the flow of communication in an organization. These barriers
interrupt the flow of communication from the sender to the receiver, thus making communication
ineffective. It is essential for managers to overcome these barriers. The main barriers of
communication are summarized below.

Following are the main communication barriers:

Perceptual and Language Differences: Perception is generally how each individual interprets
the world around him. All generally want to receive messages which are significant to them.
But any message which is against their values is not accepted.

A same event may be taken differently by different individuals. For example: A person is on
leave for a month due to personal reasons (family member being critical).

The HR Manager might be in confusion whether to retain that employee or not, the
immediate manager might think of replacement because his team’s productivity is being
hampered, the family members might take him as an emotional support.

The linguistic differences also lead to communication breakdown. Same word may mean
different to different individuals. For example: consider a word “value”.

What is the value of this Laptop?

I value our relation?

What is the value of learning technical skills?

“Value” means different in different sentences. Communication breakdown occurs if there is

wrong perception by the receiver.
 Information Overload: Managers are
surrounded with a pool of information.
It is essential to control this
information flow else the information
is likely to be misinterpreted or
forgotten or overlooked. As a result
communication is less effective.

In attention: At times we just not listen, but only hear. For example a traveller may pay
attention to one “NO PARKING” sign, but if such sign is put all over the city, he no longer
listens to it. Thus, repetitive messages should be ignored for effective communication.
Similarly if a superior is engrossed in his paper work and his subordinate explains him his
problem, the superior may not get what he is saying and it leads to disappointment of
subordinate.

Time Pressures: Often in organization the targets have to be achieved within a specified
time period, the failure of which has adverse consequences. In a haste to meet deadlines,
the formal channels of communication are shortened, or messages are partially given, i.e.,
not completely transferred. Thus sufficient time should be given for effective
communication.

Distraction/Noise: Communication is also affected a lot by noise to distractions. Physical

distractions are also there such as, poor lightning, uncomfortable sitting, unhygienic room
also affects communication in a meeting. Similarly use of loud speakers interferes with
communication.

Emotions: Emotional state at a particular point of time also affects communication. If the
receiver feels that communicator is angry he interprets that the information being sent is
very bad. While he takes it differently if the communicator is happy and jovial (in that case
the message is interpreted to be good and interesting).

Complexity in Organizational Structure: Greater the hierarchy in an organization (i.e. more

the number of managerial levels), more is the chances of communication getting destroyed.
Only the people at the top level can see the overall picture while the people at low level just
have knowledge about their own area and a little knowledge about other areas.

Poor retention: Human memory cannot function beyond a limit. One can’t always retain
what is being told specially if he is not interested or not attentive. This leads to
communication breakdown.

Overcoming Communication Barriers

There is a lot of communication barriers faced these days by all. The message intended by the
sender is not understood by the receiver in the same terms and sense and thus communication
breakdown occurs. It is essential to deal and cope up with these communication barriers so as to
ensure smooth and effective communication.
 Eliminating differences in perception: The organization should ensure that it is recruiting
right individuals on the job. It’s the responsibility of the interviewer to ensure that the
interviewee has command over the written and spoken language. There should be proper
Induction program so that the policies of the company are clear to all the employees. There
should be proper trainings conducted for required employees (for e.g.: Voice and Accent
training).

 Use of Simple Language: Use of simple and clear words should be emphasized. Use of
ambiguous words and jargons should be avoided.

 Reduction and elimination of noise levels: Noise is the main communication barrier which
must be overcome on priority basis. It is essential to identify the source of noise and then
eliminate that source.

 Active Listening: Listen attentively and carefully. There is a difference between “listening”
and “hearing”. Active listening means hearing with proper understanding of the message
that is heard. By asking questions the speaker can ensure whether his/her message is
understood or not by the receiver in the same terms as intended by the speaker.

 Emotional State: During communication one should make effective use of body language.
He/she should not show their emotions while communication as the receiver might
misinterpret the message being delivered. For example, if the conveyer of the message is in
a bad mood then the receiver might think that the information being delivered is not good.

 Simple Organizational Structure: The organizational structure should not be complex. The
number of hierarchical levels should be optimum. There should be an ideal span of control
within the organization. Simpler the organizational structure, more effective will be the
communication.

 Avoid Information Overload: The managers should know how to prioritize their work. They
should not overload themselves with the work. They should spend quality time with their
subordinates and should listen to their problems and feedbacks actively.

 Give Constructive Feedback: Avoid giving negative feedback. The contents of the feedback
might be negative, but it should be delivered constructively. Constructive feedback will lead
to effective communication between the superior and subordinate.

 Proper Media Selection: The managers should properly select the medium of
communication. Simple messages should be conveyed orally, like: face to face interaction or
meetings. Use of written means of communication should be encouraged for delivering
complex messages. For significant messages reminders can be given by using written means
of communication such as: Memos, Notices etc.

 Flexibility in meeting the targets: For effective communication in an organization the

managers should ensure that the individuals are meeting their targets timely without
skipping the formal channels of communication. There should not be much pressure on
employees to meet their targets.
Oral Communication - Meaning, Advantages and Limitations
 Oral communication implies communication through mouth. It includes individuals
conversing with each other, be it direct conversation or telephonic conversation. Speeches,
presentations, discussions are all forms of oral communication. Oral communication is
generally recommended when the communication matter is of temporary kind or where a
direct interaction is required. Face to face communication (meetings, lectures, conferences,
interviews, etc.) is significant so as to build a rapport and trust.

Advantages of Oral Communication

 There is high level of understanding and transparency in oral communication as it is

interpersonal.
 There is no element of rigidity in oral communication. There is flexibility for allowing changes
in the decisions previously taken.
 The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.
 Oral communication is not only time saving, but it also saves upon money and efforts.
 Oral communication is best in case of problem resolution. The conflicts, disputes and many
issues/differences can be put to an end by talking them over.
 Oral communication is an essential for teamwork and group energy.
 Oral communication promotes a receptive and encouraging morale among organizational
employees.

Oral communication can be best used to transfer private and confidential information/matter.

Disadvantages/Limitations of Oral Communication

 Relying only on oral communication may not be sufficient as business communication is
formal and very organized.
 Oral communication is less authentic than written communication as they are informal and
not as organized as written communication.
 Oral communication is time-saving as far as daily interactions are concerned, but in case of
meetings, long speeches consume lot of time and are unproductive at times.
 Oral communications are not easy to maintain and thus they are unsteady.
 There may be misunderstandings as the information is not complete and may lack essentials.
 It requires attentiveness and great receptivity on part of the receivers/audience.
 Oral communication (such as speeches) is not frequently used as legal records except in
investigation work.

Use of Body Language in communication

Did you know that while in India or America a "fantastic" or an "ok" sign is demonstrated by forming
a circle with your thumb and forefinger, in Tunisia the same symbol means "I will kill you" and in
Japan it means "money"?
Kinesics or study of body language must be understood by all. Whether it is an interview or a
presentation, one must be aware of how to use body language effectively.

Read on to understand more about various non verbal components of communication...

 Seconds. Too much fluttering of eyes could indicate lack of confidence. Staring at a person
could be daunting and hence is not such a good idea.
 Hand Shake: While shaking hands especially in a professional environment, the hand shake
should be firm and not loose. An iron handshake [very strong handshake] can indicate that a
person is trying to dominate.
 Crossing your Arms: Crossing your arms could imply that a person is not open to new ideas /
opinion especially in case of giving a presentation. However, in a one-on-one interview if the
interviewer has his / her arms crossed, the candidate could do the same.
 Sitting Posture: Leaning on a chair is not a good idea. One must sit upright though in a
relaxed position. Sitting back in your chair implies lack of interest or rejection.
 Gesture: Gesture refers to a type of non verbal communication which uses a part of the
body with or without verbal communication. Gestures include facial expressions, nods
[which is a sign of approval in most cultures], head bobbling / shaking.
 Eye Contact: Always maintain eye contact with your audience. However, a person must
ensure that he / she should not fix his gaze at one person for more than 5

Facial Expression: The face is a best reflection of what a person feels. More often than not it is easy
to recognize if a person is happy, sad, anxious, irritated, or excited. It is very important that in a
professional scenario a person must control his / her facial expressions. For e.g. If a presenter gets a
feel that his presentation is not going on very well, he / she should not show the sign of losing of
hope and instead try for a greater involvement from the participants.