Chapter 11: Communication

I. LEARNING OBJECTIVE / OUTCOME

At the end of this lesson you should be able to:
1. Understand the communication process and formal and informal communication.
2. Explain downward, upward, and lateral communication.
3. Know how to compare and contrast formal small-group networks and the grapevine
4. Understand oral, written, and nonverbal communication.
5. Explain how channel richness underlies the choice of communication channel.
6. Understand the differences between automatic and controlled processing of persuasive
messages.
7. Know common barriers to effective communication.
8. Show how to overcome the potential problems in cross-cultural communication.
II. INTRODUCTION
In order to be successful, managers must be able to communicate effectively. This chapter
describes the communication process and the various ways managers communicate to
employees. Additionally, barriers to communication are presented.
III. LESSON PROPER
Communication is the process of transmitting information and common understanding from one
person to another (Keyton, 2011). In another study According to Fred Lunenburg,
communication from studies is important, because every administrative function and activity
involves some form of direct or indirect communication.
The Communication Process

This graph outlines the communication process between the sender and the receiver. The sender
encodes the ideas by selecting words, symbols, or gestures with which to compose a message.
The message is the outcome of the encoding which takes the form or verbal nonverbal or written
language. The message is sent through a medium or channel, which is the carrier of
communication. The medium can be face-to-face conversation, telephone call, email, or written
report. The receiver decodes the received message into meaningful information.
Sometimes during the transmission of a message, distortion happens from the sender to the
receiver which we call noise. Noise is anything that distorts a message (different perception of
the message, language barriers, interruptions, emotions, attitudes and even how we interpret
one’s message)
Lastly feedback allows the sender to determine whether the message has been received and
understood.
 Chapter 11: Communication

The communication process consists of a sender who encodes a message and transmits it through
a channel to a receiver who decodes it and may give feedback. Exhibit 5.3 illustrates the
communication process. Below is
a brief explanation of each step in
the communication process; you
will learn the details of each step-
in separate sections of this
chapter.
In step 1, the sender encodes the
message and selects the
transmission channel. The sender
of the message is the person who
initiates the communication.
Encoding is the sender’s process
of putting the message into a form
that the receiver will understand.
The message is the physical form
of the encoded information. The
message is transmitted through a channel. The three primary communication channels you can
use are oral, nonverbal, and written. See Exhibit 5.4 for the various transmission channel options.
When selecting a channel, you need to remember that people do have different preferences for
example, many younger people like to text, whereas older people do not.

EXHIBIT 5.4 I Message Transmission Channels

Oral Communication
Face-to-face conversations
Presentations
Meetings
Telephone conversations
Voice-mail messages
Personal or Digital
Face-to-face is personal
communications; presentations can
use digital PowerPoint; meetings
can be in person or via webcam
teleconferencing: and telephone
calls and messages use digital
technology.
Nonverbal Communication Written Communication
Setting Memos
Body language Letters
Facial expressions Reports
Vocal quality E-mails, instant messages, texts
Gestures Faxes
Postures Bulletin boards
Posters (pictures) Posters (words)
Newsletters
Personal or Digital Personal or Digital
Non-verbal communications can Most of these channels can be
be seen in person and digital via a more personal hard copy or
webcam teleconferencing digital copy. Memos are
commonly used for internal
communications and sent
digitally or-emails, whereas
letters are commonly on
company letterhead and
mailed.

In step 2, the sender transmits the message through a channel. As the sender, after you encode
the message and select the channel, you transmit the message through the channel to one or more
receivers. In step 3, the receiver decodes the message and decides whether feedback is needed.
The person receiving the message decodes it. Decoding is the receiver’s process of translating
the message into a meaningful form. We all decode words so that the message makes sense to us.
The receiver decides if feedback, a response, or a new message is needed.
Chapter 11: Communication

There are a few different channels of communication in the workplace. The first type is formal
channels. These channels transmit messages that are related to the professional activities of the
members, such as email, memos, and planned speeches. The second type is informal channels,
used to transmit personal or social messages. This channel is more spontaneous in nature and a
result of individual choices such as who you eat lunch with.
In an organization
communication flows in
three different directions.
It can flow downward
from the top management
to people in lower levels
of the organization. It can
flow up from workers on
the ground floor to the
CEO or it can flow
between or within
departments in a lateral
movement.
Downward Communication

✓ Is that of superior to subordinate or management to employees o One-way communication

✓ Managers explain why a decision was made, but do not solicit advice or opinions of
employees

Upward Communication

✓ Is a communication of subordinates to superior or of employees to managers

✓ Keeps managers aware of how employees feel about their jobs, coworkers, and the
organization

Lateral Communication

✓ Communication that occurs between members of a work group, members at the same level in
separate work groups, or any other horizontally equivalent workers o Saves time and facilitates
coordination

Formal Small-Group Networks

In an organizational context communication is commonly broken down into three formal small
group networks.

❑ The chain is a very formal and

rigid chain of command. Employees
know who the next person in the
chain is and that is where they give
and get their information.

❑ The wheel is a network where

there is a central figure who
controls all the communication.
This type of group requires a very
strong leader who can communicate
effectively.
Chapter 11: Communication

❑ The all-channel network is a much more fluid arrangement where all group members
communicate actively with each other and there is no formal channel or single person. This
works best in a situation such as a self-managed team.
The effectiveness of each network depends on the dependent variable that concerns you.

The Grapevine
The grapevine an unofficial, informal communication and not controlled by management nor do
they feed it information. However, employees see it as a very believable and reliable form of
communication. The grapevine has no formal purpose but is mainly there to serve the self-
interests of those who use it, developing from a need for these individuals to get more
information about an important, but ambiguous situation. The grapevine can be a way to receive
information about the situation and reduce anxiety as well as fill a social need to connect.
• Gossip Grapevine -a pattern of grapevine communication in which a message is passed to only
a select group of individuals.

MODES OF COMMUNICATION
Three modes of communication

1. Oral Communication - A primary means of conveying messages. Speeches, formal one-

on-one and group discussions, and the informal rumor mill or grapevine are popular
communications.

✓ Advantages
o Speed
o Feedback
o Simple to correct
✓ Disadvantages
o Potential for distorted message when passed through a number of people

2. Written Communication - Includes letters, e-mails, instant messaging, organizational

periodicals, and any other method that convey written words or symbols.

✓ Any method that conveys written words or symbols

✓ The longest lasting form of communication

3. Nonverbal
✓ Body language conveys
o The extent of affinity for another
o The relative perceived status between a sender and receiver
✓ Meaning changes with
o Intonation
Chapter 11: Communication

o Facial expression
o Physical distance

Channel Richness
Channel Richness is the
amount of information
that can be transmitted
during a communication
episode. It transmits the
most information per
communication episode
– multiple information
cues (words, postures,
facial expressions,
gestures, intonations),
immediate feedback
(both verbal and
nonverbal) and the
personal touch of being present.

Choosing Communication Method

The choice of channel depends on whether the message is routine.
Routine messages tend to be straightforward and have minimal ambiguity.
Nonroutine communication are likely complicated and have the potential for misunderstanding.
Choosing your mode of communication is not always easy to know when to choose oral rather
than written communication. Your communication choice is worth a moment’s thought: Is the
message you need to communicate better suited to a discussion, or a diagram?
Also consider the receiver’s preferred mode of communications; some individuals focus on
content better in written form and other prefer discussion.
PERSUASIVE COMMUNICATION

❑ Automatic processing: superficial consideration of evidence and information making use of

heuristics
o Takes little time and minimal effort
o But, it’s easy to be fooled
❑ Controlled processing: detailed consideration of evidence and information relying on facts,
figures, and logic
o Requires effort and energy
o But, less likely to be fooled

Barriers to Effective Communication

• Now that we have a foundation in organizational structure and communication flow
organization wide, for the rest of the chapter, let’s focus more on interpersonal communications,
which are often between two people. In this section, we begin with an explanation of the
communication process, followed by barriers to communications. Next we discuss differences in
communications between genders, and end with difference by culture.
There are a number of barriers to effective communication that can distort the message being
sent. Let’s look at a few of those.
Chapter 11: Communication

• Physical Barriers – distances between people, could be because of a wall, internet

connection, signal from different networks. Is the environmental and natural condition that
act as barrier in communication in sending message from sender and receiver
• Sematic Barriers – the words we choose, how we use them and the meaning we attach to them
cause many communication barriers.
o Ex. Increased efficiency, management prerogatives
• Psychosocial Barriers – associated with psychological and social barriers

• Experience – different sets of values, beliefs and perception of different individuals

• Filtering – we see and hear what we are emotionally tuned in to see and hear
• Psychological distance between people that is similar to actual physical distance
• Example – The school administrator talks down to a staff member, who resents this
attitude, and this resentment separates them, thereby blocking opportunity for effective
communication
• Major areas where communication breakdown most frequently:

• Sincerity – is the foundation on which all true communication rests. Without sincerity-
honesty, straightforwardness, and authenticity- all attempts at communication are
destined to fail.
• Empathy – research shows that lack of empathy is one of the major obstacle to effective
communication.
• Role Perception – Unless people know what their role is (most especially in an
organization or in a group), the importance of their role, and what is expected of them,
they will not know what to communicate, when to communicate, or to whom to
communicate.
• Self-Perception – how we see ourselves affects our ability to communicate effectively
• Culture – our cultural heritage, biases, and prejudices often serve as barrier to
communication.
▪ Filipino often communicate indirectly in order to prevent a loss of face(mukha) and
evoking hiya on either side of an exchange. They tend to avoid interrupting other and are
more attentive to posture, expression and tone of voice to draw meaning.
▪ Filipinos rarely give a direct answer of ‘no’ and will avoid disagreement, rejection and
confrontational behavior, especially when a superior is involved.
• Listening – frequently, people fail to appreciate the importance of listening, do not care
enough to become actively involved with what others are saying, and are not sufficiently
motivated to develop the skills necessary to acquire the art of listening.
SUMMARY
Implications for Managers

✓ Remember that your communication mode will partly determine your communication
effectiveness.
✓ Obtain feedback from your employees to make certain your messages are understood.
✓ Remember that written communication creates more misunderstandings than oral
communication.
✓ Make sure you use communication strategies appropriate to your audience and the type of
message you’re sending.
✓ Keep in mind communication barriers such as gender and culture.
Chapter 11: Communication

Keep in Mind…

✓ Each communication direction has its own challenge that must be overcome
✓ Each form of communication has an optimal purpose and specific limitations – use
appropriately
✓ Communication barriers often retard or distort communication