Human beings have the tendency to communicate poorly, but our communicative competence can be

improved by learning and practicing effective communication skills. To communicate effectively, one
should develop not only skills, but also a sense of empathy with others.

But, what is communication? 

Communication can broadly be defined as an exchange of ideas, messages, and information between
two or more persons, through a medium, in a manner that the sender and the receiver understand the
message in the common sense, that is, they develop a common understanding of the message.

The word communication is derived from the Latin word ‘communicare’, which means to share, impart,
participate, exchange, transmit or to make common. It emphasizes the sharing of common information,
ideas, and messages. It is not merely issuing orders and instructions.

Communication has been defined by a number of writers, and here we give some of the definitions:

(a) Koontz and O'Donnell — "Communication is an intercourse by words, letters, symbols or messages;

and is a way that one organization member shares meaning and understanding with another."

(b) Newmann and Summer — "Communication is an exchange of facts, ideas, opinions or emotions by

two or more persons."

(c) Allen Louis A. — "Communication is a sum of all the things one person does when he wants to create
understanding in the mind of another. It is a bridge of meaning. It involves a systematic and continuous
process of telling, listening and understanding."

(d) Stoner and Wankel — "Communication is the process by which people attempt to share meaning via
the transmission of symbolic messages."

(e) Terry and Franklin — "Communication is the art of developing and attaining understanding between
people. It is the process of exchanging information and feelings between two or more people and it is
essential to effective management.” 

Thus, communication involves an interchange of thought or information among persons in an

organization and is a systematic and continuous process of telling, listening, and understanding. The
proper understanding of a message is an important aspect of communication. If it is not understood by
the receiver in the same way in which the sender of the message wants him to understand, there may
be confusion, chaos, and organizational inefficiency, leading to non-fulfillment of goals that are set by
the business concern. In view of this, communication is not merely the transmission of the message
from one to another but also the correct interpretation and understanding of the message. In the words
of Theo Haimann, "Communication is the process of passing information and understanding from one
person to another. . . . It is the process of imparting ideas and making oneself understood by others."

Process of Communication

Communication process is a sequence of activities where the message sent is understood by the receiver
in its intended meaning. For example, execution of a purchase order or conversation through telephone
shall be complete if the desired result is achieved, that is, the supplier sends the desired goods and
receiver of phone call acts as desired by the maker of the call.
Communication is a process that connects the sender with the receiver of the message. A process is “a
systematic series of actions, operations or series of changes directed to some end.” However, in real-life
situations, the communication process is more complex than it sounds. It consists of a series of elements
that results in sharing of meaning by sender and receiver.

These elements are discussed below:

1. Sender
The sender is the person who initiates, generates, and sends the message. He represents the source of
the message. The communication process begins when the sender develops an idea or message he
wants to transmit. He must arrange the ideas in a manner that can be understood by the receiver. A
lecturer delivering a lecture in the classroom is the sender of the message or a manager addressing his
team in a meeting is the sender of the message.

2. Message
A message is the idea or information that the sender wants to convey. He may convey it verbally (by
writing or speaking) or non-verbally (through gestures or body language). Whatever the form, the
message should be clearly formed so that desired objective is accomplished.

3. Encoding
Once the sender is clear of what message to transmit, he decides the code through which the message
shall be transmitted. The message is abstract and intangible and, therefore, has to be converted into
some form (words, gestures, pictures, etc.) to make it meaningful. Encoding means converting the
message into symbols.

Encoding gives meaning to the message or converts ideas into codes that can be understood by the
receiver. Encoding means translating the message into words (written or spoken), symbols or gestures.
It may be a combination of the three. The code should be appropriate to the situation, that is,
interpreted by the receiver in the manner intended.

4. Transmission
Transmission involves selecting the medium or channel of communication. Once decided that the
message has to be sent in writing, the sender may select the electronic channel and the medium of e-
mail or fax. Short messages can be transmitted through telephone but lengthy messages can be sent
through letters or circulars.

Choice of the channel depends upon the message to be conveyed, personal biases of the sender, and
nature of the information. Short messages are generally sent by telephone. Where drawings, charts, and
illustrations form part of the message, it should be sent in writing. Personal biases include the sender’s
preference for a particular channel.

Some senders prefer to communicate in writing, howsoever short the message may be, and, therefore,
prefer the written channel of transmission. Nature of information refers to immediacy and
confidentiality of information. Confidential information where immediate feedback is required is
generally transmitted orally.

5. Receiver
The receiver is the person or a group of persons to whom the message is conveyed. In case of telephonic
conversation, the sender can send a message to one receiver but in the case of group discussions,
seminars and conferences, receivers can be more than one. The message must be designed, encoded,
and transmitted in a manner that the receiver can understand easily. The use of technical words, jargon,
and complicated symbols should be avoided. Depending on the channel selected, the receiver may be a
listener, viewer, or reader.

6. Decoding
Decoding means giving a meaningful interpretation to the message. On receiving the message, the
receiver translates the symbols into meaningful information to the best of his ability. Communication is
effective if the receiver understands the message in the same way as intended by the sender. The
receiver must, therefore, be familiar with the codes and symbols used by the sender.

7. Noise
It represents the disturbing factor in the process of communication. It interferes with effective
communication and reduces the clarity of the message. The message may be interpreted differently
than intended by the sender. Conversing near a machine making sounds, disturbance in the telephone
line, physical ailment or mental distress of sender or receiver, psychological barriers (degree of trust,
fear, perception, etc.) are the common forms of noise that obstruct the quality of message transmitted
from sender to the receiver.

8. Feedback
Feedback is the receiver’s response to the sender’s message. The receiver communicates his reaction to
the sender through words, symbols or gestures. It is the reversal of the communication process where
the receiver becomes the sender and the sender becomes the receiver. Unless the receiver responds to
the message, the communication process is incomplete.

Feedback helps the sender to transform his message if needed. It also allows the receiver to clear
doubts on the message, ask questions to build his confidence, and enables the sender to know the
efficiency of the message. Feedback makes the communication process complete.

In face-to-face communication, the sender can immediately receive the feedback but in written
communication, it takes time for the sender to receive feedback on the message. A written notice sent
by the manager to the employees to work seven days a week instead of six can be implemented when
everybody has read and signed the notice. Subordinates will give feedback on the notice and
recommend changes if required. Managers can implement the notice only if it is accepted by the
subordinates, unless it is an order.

Feedback increases the efficiency and applicability of communication.

Feedback plays important role in two-way communication. In one-way communication, the sender
communicates with the receiver without getting any feedback but in two-way communication, the
receiver provides feedback to the sender. Though one-way communication takes less time and is more
orderly (it avoids noise and chaos), feedback in two-way communication makes it more accurate and
precise.

Feedback offers the following benefits:

1. It allows senders to improve communication with the receiver.

2. It allows the receiver to clarify doubts on the message and, therefore, perform better.

3. Allowing receivers to ask questions builds confidence and they are more confident of their
performance.

4. It enables the sender to know the efficiency of his message; whether or not the receiver has
understood the message in its right meaning. Feedback makes the communication process complete.

5. In response to the receiver’s understanding and suggestions on the message, the sender can adjust
the subsequent messages.

However, two-way communication should be used constructively. If the sender and receiver hold
conflicting opinions and none is ready to agree to the other’s viewpoint, the message cannot be acted
upon. Blaming each other with defensive reasoning and not acting in support of the message can reduce
the efficiency of the message. Two-way communication cannot be avoided and, therefore, both the
parties should hold aside their egos and arrive at a consensus in case there are conflicting opinions
about the message.

The communication process can be represented as follows:

Fig. 1 - Fundamental Process of Communication

Types

Communication channels are of different types. They can be classified on the following basis (see Fig. 2).

Fig. 2 - Forms of Communication

On the Basis of Organisational Structure

(a) Formal Communication. Communications that are associated with a formal organization structure
and which are to be sent through the formal or officially recognized channels are called formal
communications. Generally, orders, instructions, decisions, of the superior officer, etc. are
communicated through this channel.

(b) Informal Communication. Informal communications are also known as 'grapevine' communications.

In the case of informal communication, the formal channels of communication are not used. In this
channel, very often, a person can obtain information that would take a few days for him to receive
through the officially recognized organizational channel. Informal communication may be conveyed by a
gesture, nod, smile, etc.

(c) Non-verbal Communication. This is a type of communication according to which the message will be
communicated to the concerned without words. Encoding of thoughts used in this type are facial
expressions, vocal tones, gestures, etc. The non-verbal communication method is adopted naturally in
all communication systems. Perhaps this is the more powerful communication system. Research studies
bear testimony to this.

Almost three decades passed since Albert Mehrabian developed a formula that exhibits a relative usage
of verbal and non-verbal communication methods. According to this, 0.55 facial expressions, 0.38 vocal
tones, and 0.07 words are used in the communication process. From this, it can be observed that 0.93
(0.55+0.38) are non-verbal elements of the communication system. This clearly indicates that in every
communication system, the non-verbal; factor of communication plays a vital role. But, the
communicators should take care of the fact that both verbal and non-verbal communication methods
are properly synchronized in the communication process. Both elements (verbal and non-verbal) should
give the same message and should not contradict each other. If the verbal message communicates the
acceptance of an issue to be communicated, the non-verbal system should also give acceptance. Not the
non-acceptance.

On the Basis of Direction of Communication

(a) Downward Communication. In the case of downward communication, the communication flows
from the superiors to the subordinates. Communications sent through this channel are generally
directives requiring actions to be initiated by the subordinates. These communications include orders,
policy directives, instructions, etc.

(b) Upward Communication. In the case of upward communication, communication flows from the
subordinates to the superiors. It includes reports, suggestions, reactions of workers, proposals, etc.
Upward communication enables the management to evaluate the effectiveness with which its orders
have been carried out and also to know the grievances or suggestions of the subordinates.

(c) Horizontal or Lateral Communication. It means communication among the subordinates who are
working at the same level of organization. For example, communication among foremen or
superintendents, or functional managers or supervisors is horizontal communication.

(d) Diagonal Communication. It means communication between people who are neither in the same
department nor at the same level of organizational hierarchy. In this type, communication cuts across
departmental lines (see Fig. 3).

Fig. 3 - Communication
Flow

On the Basis of Way of Expression

(i) Oral or Verbal Communication. In the case of oral or verbal communication, communication is made
direct face to face or through a telephone or intercom system. Oral communication has some merits.
They are:

(a) It saves time and money.

(b) On-the-spot clarification of any doubt is possible.

(c) Because of the personal touch between the communicator and listener, communication is more
effective.
(d) While communicating, important points can be emphasized by the communicator.

Some of the disadvantages of oral communication are:

(a) There is no permanent record of communication passing through this device.

(b) Oral communication is not suitable for a subject that has to be kept as a record.

(c) There is a greater possibility of communication being misunderstood or misinterpreted if the

communicator is poor in vocal expression.

(d) It is suitable only for communications which are not lengthy.

(ii) Written Communication. Written communications include statements, circulars, letters, reports,

memos, manuals etc. Some of the advantages of written communication are:

(a) Written communications can be kept as a permanent record and it can be referred to by the
management whenever it wants.

(b) This method is suitable for communications which are lengthy.

(c) As communication is in writing, there is a lesser chance of missing any points in the communication.

(d) This method is suitable for the passing of messages to far-off places.

Written communication, however, suffers from certain limitations. They are:

(a) Generally, written communications are more time-consuming,

(b) If the communication is not clearly worded, it may lead to confusion and interpretation.

(c) There is no face-to-face discussion between the parties. Hence, doubts of the receiver of the
message may not be clarified.

(d) Maintaining secrecy is difficult in this type of communication.

Principles of Effective Communication

In all types of communication, the communicator must keep in view the following principles in order to
have effective communication:

1. Simple language: The language used in communication should be simple and easily understandable.

2. No ambiguity: The communicator should be clear in his mind about the objective of his
communication and there should not be any ambiguity.

3. Proper medium of communication: There are different media for the passing of communication. The
communicator should select the proper medium by considering such factors as the nature of matter to
be communicated, the urgency of communication, the distance between the communicator and the
recipient of the communication, etc.
4. Adequacy of information: In order to make communication effective, one more condition to be
fulfilled is that it should be adequate and complete in all respects.

5. Right climate in the organization: There should not be any communication barriers in the business
concern. The organization structure of the unit consisting of physical setting and human setting must
facilitate the process of communication.

6. Follow-up action: There should be follow-up action to know whether the recipient of the message has
understood it correctly and the action he has taken is on the basis of that message.

7. Training for the communicators: Proper training should be given to the communicators in

communication skills. This helps in increasing the effectiveness of communication considerably.

8. Co-operation of personnel: Co-operation of the organization's personnel is essential in order to make

communication effective. Hence, the communication should aim at strengthening the business concern
through the co-operation of the organizational personnel.

9. Messages should not be mutually conflicting: Messages should not be mutually conflicting and
should be in line with the overall objectives and policies of the concern. This will avoid chaos and
confusion in the organization.

10. Action should be in line with the Message: The communicator should not act in any way which
contradicts his message. A communicator is judged not only by what he says but also by what he does.
Actions speak louder than words. Hence, the action of the communicator should be in line with the
message conveyed.

Summary

1. Communication involves an interchange of thought or information among persons in an organization

and it is a systematic and continuous process of telling, listening, and understanding. 

2. The communication process consists of 8 elements: sender, message, encoding, transmission,

receiver, decoding, noise, and feedback.

3. Communication can be classified on the basis of (a) organization structure, (b) direction of
communication and (c) way of expression. On the basis of organization structure, there can be formal,
informal, and non-verbal communication; on the basis of the direction of communication, there can be
downward communication, upward communication, horizontal communication, and diagonal
communication; and on the basis of the way of expression, there can be oral or verbal communication
and written communication.

4. In order to have effective communication, certain principles are to be observed. They are: simple
language, no ambiguity in the message, proper medium of communication, adequacy of information,
the right climate in the organization, follow-up action, training to the communicators, and co-operation
of personnel, messages should not be mutually conflicting and action should be in line with the
message.
References:
Chaturvedi, P. D., & Chaturvedi, P. D. (2011). Business communication: Concepts, cases, and
application  (2nd
ed.).  Pearson.    https://wps.pearsoned.com/chaturvedi_bizcom_1/186/47617/12190065.cw/index.html

Ebrary. (2020). Communication.  https://ebrary.net/7796/management/communication