CHAPTER EIGHT

Oral Communication

Introduction

Oral communication is also called verbal communication. It is considered to be the earliest

natural medium of communication, in which speech is the common tool of communication. The
message, the sender and the receiver are the three basic factors in oral communication.

The modem day world is often called the "age of communication and information". The
importance of communication has been greatly emphasized by all management experts.
Communication, like birth, death, growth and decay is a part of individual life as well as
organizational existence" Its impact is easily evident, and is a common experience of all as well.

Man is by nature a social animal. He is the only 'creature who can express himself in words.
These days, communication is business; it would be very hard to find managers subordinates,
salesmen, technicians, thermion, lawyers, auditors, consultants, teachers, doctors, or anyone else
who is not concerned with the problem of communication.

It is the process of understanding people. Communication is an important aspect of management.

No one can overlook its importance. The main cause of misunderstanding is a lack of effective
communication. In an inter-dependent set-up, the importance of communication in management
cannot be overemphasized. Its importance has been, widely recognized in recent years.

8.1 Essentials of Oral Communication

The following are considered as the essentials of oral Communication

1. Clarity:

One of the first essentials of good oral communication is clarity. Clarity of message is the
important among the principles of communication. The three most important qualities of oral
communication are: first" clarity, then clarity and last clarity. Before you start talking, think and
rethink your ideas till they are clear. Then only can one put ideas in conversation in clear-cut
terms. Clarity can be achieved with simple words, short sentences and common words.

2. Brevity

The message to be delivered should be brief it should neither be too short nor too long. In real
life quite often audience comments about a speech as too long or too short. The time factor is
important because not only is the speaker's time wasted but also that of the audience. So, a
message must be brief Lengthy sentences confuse and may lead to misunderstanding. They
should therefore be short ones.

3. Audibility of Voice

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Different people speak at different pitches; speech which may be perfectly adequate in some
circumstances may be inadequate in others. For instance, a soft voice is usually quite satisfactory
in the home but the same voice might not be heard at the back of a classroom while a competent
teacher, who is clearly audible in the classroom may not be heard in a large lecture room, a court
of law, a theatre or church, so, the first requirement of good speech is that in any given
circumstance, "the voice should be audible".

4. Audibility of Words

The voices of most speakers 'are in fact usually quite audible but often, their' words' are not, and,
in cases of this kind, though the speaker is heard, his meaning is not conveyed clarity required in
the articulation of words depends on where one is speaking; it is obviously much easier to make
words carry in a small room than in a large one and it is especially difficult, if there is a slow
"reverberation time" (usually called erroneously, an 'echo') as in stone churches.

5. The Part Fashion Plays in Speech

Whether we find it pleasant or unpleasant may depend on mere prejudice but it often depends on
"fashion". What is called "Standard English" is really just the most fashionable way of speaking
at this particular period of time. It is, we think, one of the many pleasant ways of speaking our
language, but what gives it a very real value is the fact that it is accepted, without comment, in
any type of society all over the English-speaking world.

6. Bringing out the Meaning

Even when voice and words are easily and suitably audible, the meaning of what we say may
still not be conveyed. For instance, if, after a lecture or a sermon, someone who was not there
asks what it was all about, a person who was present and heard the talk may find that he does not
really know. He heard, it all clearly at the time but was not able to understand it. This" happens
frequently. After hearing a talk, it is a good test to ask your friends, or yourself to recapitulate the
points and arguments that were put forward. If this cannot be done, it is best for: everyone to
blame himself for not speaking well and the listeners should blame themselves for not
concentrating properly.

7. Humor

The technique of being amusing is a very important characteristic that most good communicators
possess. The ability to amuse people when speaking means that pleasantness and friendliness
will permeate what is spoken. Especially when taking any decision, or action, let the speaker's
humorous attitude be apparent from the very beginning, opening with a smile.

8. Personal Appearance

The style in which a speaker dresses" communicates something to listeners. Communication with
an acceptable and gentle dress is> the one of the most direct and silent ways of communication.
John Molloy, a dress consultant with major corporations, believes that the way a person dresses

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communicates something to others. In his interview with a series of questions of more than a
hundred top company executives revealed many interesting features on communicating with a
good personal appearance.

9. Hearing Ourselves

We all hear our own voices and speech from inside ourselves while other people hear us only
from the outside. So it is difficult to know, without mechanical aid, how we actually do sound to
others. Now that so many people own tape-recorders, it is good idea to listen ourselves through
one of these useful instruments.

10. Thought-Dressing

Dressing by people differs from place to place and from country to country like the dress of army
men, naval personnel, airport personnel, dressing by religious heads, political leaders, lawyers,
doctors, sports people etc. Likewise, thoughts arc so dressed by speakers as to gain attention and
interest of the audience.

8.2 American Management Association

The American Management Association has given excellent essentials of good communication.
They are popularly called the ten commandments of good communication. They are as follows.

1. Clarify ideas before Communicating

By systematically thinking through the message and considering who will be receiving and/or
affected by it, the manager overcomes one of the basic pitfalls of communication failure to
properly plan the communication. The more systematically' a message is analyzed, the more
clearly it can be communicated.

2. Examine the true purposes of Communication .

The manager has to determine what he or she really wants to accomplish with the message, once
this objective is identified the communiqué can be properly designed.

3. Take the entire environment, physical and human into consideration

Questions such as, what is said, to whom, and when, will all affect the success of the
communication. The physical setting, the social climate, and past communication practices
should be examined in adapting the message to the environment.

4. When available, obtain advice from others in planning Communiqués

Consulting with others can be a useful method of obtaining additional insights regarding how to
handle the communication. In addition,' those who help formulate it usually give it active
support.

5. be aware of the overtones as well as the basic content of the message

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The listener will be affected not only by what is said but also how it is said voice tone, facial
expression, and choice of language all influence the listener's reaction to the communiqué.

6. Whenever possible, convey useful information

People remember things that are beneficial to them. If the manager wants subordinates to retain
the message, he or she should phrase it so that it takes into consideration their interests and ends,
as well as the company's.

7. Follow up on Communication

The manager must solicit feedback in ascertaining whether the subordinate understands the
communiqué is willing to comply with it, and then takes the appropriate action.

8. Communicate with the future, as well as the present in mind

Most communications are designed to meet the demands of the current situation. However they
should be in accord with the long-range goals as well. For example, communiqués designed to
improve performance or morale are valuable in handling present problems. Yet they also serve a
useful future purpose by promoting long-run organizational efficiency.

9. Support words with deeds

When managers contradict themselves by saying one thing and doing another, they undermine
their own directives. For example, the executive who issues a notice reminding everyone to be in
the building by 8.30 A.M., while he or she continues to show up at 9.15 A.M. should not expect
anyone to take the notice seriously.' Subordinates are always cognizant of such managerial
behavior and quickly discount such directives.

10. Be a good listener

By concentrating on the speaker's explicit and implicit meanings, the manager can obtain a much
better understanding of what is being said. The essentials of effective communication are more
useful in personnel management.

8.3 The Seven Cs of Communication

1. Credibility

Communication starts with a climate of belief. This climate is built by performance all the part of
the practitioner. The performance reflects an earnest desire to serve the receiver. The receiver
must have confidence in the sender. He must have a high, regard for the sources competence on
the subject.

2. Context

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A communication program must square with the realities of its environment. Mechanical media
are only supplementary .to the word and need that takes place in daily living. The context must
provide for participation and playback. The context must confirm, not contradict the message.

3. Content

The message must have meaning for the receiver and it must be compatible with his value
system. It must have relevance for him. In general, people select those items of information
which promise them the greatest regards. The content determines the audience.

4. Clarity

The message must be put in simple terms. Words must mean the same thing to the receiver as
they do the sender. Complex issues must be compressed into themes, slogans or stereotype that
has simplicity and clarity.

5. Continuity and consistency

Communication is an unending process. It requires repetition to achieve penetration. Repetition

with variation contributes to both facsimile and attitude learning. The story must be consistent.

6. Channels

Established channels of communication should be used-channels that the receiver uses and
respects. Creating new ones is difficult. Different channels have different effects and serve
effectively in different stages of the diffusion process.

7. Capability

Communication must take into account the capability of the audience. Communications are most
effective when they require the least effort on the part of the recipient. This includes factors of
availability, habit, reading ability and receiver's knowledge.

8.4 Tools of Oral Communication

Tools or media of oral communication means instruments or means of different forms to transmit
a message. It means the instrument or an instrument used or applied in conversation, speech, on
talk to convey a message is/are termed as medium/media of communication.

It is indispensable to use the appropriate medium or media to make communication which the
speaker endeavors to put across effective. A particular medium or instrument may be more
useful as a conveyor belt carrying a message to a particular group. Any medium may be
considered good only when the listener receives, understands and responds to that or acts
accordingly. Diverse educational background, mental aptitude, position occupied,
responsibilities, importance of the message, urgency etc. call for different media of oral
communication.

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The media of oral communication are many and varied. The most common media are:
Telephoning
Conversation
Dialogue Conferences
Radio
Dictaphone Meetings
Interviews
Radio and TV
Symposia, Seminars etc. Oral Report
8.5 Feedback in Oral Communication

Feedback is one of the important elements of the oral communication process. A communication
process without a provision for feedback is not an effective communication. Feedback or
response is an interaction or interface which enables the source to know whether or not the
message has been received and interpreted correctly. Feedback can cause the original source to
modify future communication according to the way in which the source perceives the reaction of
the receiver.

The characteristics of feedback for effective communication are:

1. Feedback should help the receiver.

2. It should be specific.

3. As far as possible descriptive feedback is helpful.

4. The ultimate result is that it should be useful.

5. Feedback should be timely and purpose oriented.

6. The receiver should accept and express readiness for feedback.

7. Feedback should be clear and simple.

8. Validity of feedback should not be neglected.

There are two types of feedback. They are:

Positive feedback and

Negative feedback.
If it is given promptly and with interest in feedback it is known as positive feedback In case of
negative feedback there is always some resistance and some degree of unwillingness in its
acceptance.

An effective feedback process can be achieved

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a. by focusing on specific behavior,

b. by keeping feedback impersonal,

c. by keeping feedback goal oriented,

d. by making feedback well timed and controlled

8.6 Styles of Oral Communication

The manner or the way of speaking is called style. Observation of human behavioral aspects in
Practical life reveals several different styles of communication. Different people have different
styles of communication. No two people communicate exactly in the same manner. A person
may converse in a variety of manners; different styles may be adopted in different situations.
Traditional style, official style, social style, family relations style are the examples.

Virginia State has suggested five styles of communication. They are:

1. Blaming or aggressive style:

Blaming is finding fault with a person. The aggressive style always opposes others, Behaves in a
quarrelsome manner.

2. Placating or non-assertive Style

The persons who fluctuate are called placates. They exhibit leasing, appeasing behavior always
keeping medley relations and avoiding conflict.

3. Computing or Intellectual Style

They are people with a clever nature and have the ability to understand. They possess the quality
of being intelligent. They appear gentle, polite, and calm with hidden feelings.

4. Distracting or Manipulating Style

People of this type are guilty i.e., they have a sense of shame. They are always distractive. .

5. Leveling or Assertive Style

People who use this style have the quality of standing for their rights and express their feelings,
thoughts with straightforwardness. Other types of styles may include verbal tease, chatter box,
twister, laughter, vogue reference, member, wanderer, thundered etc.

8.7 Honest Communication

A sense of obligation to one's self, to other people and to the absolute is called honest
communication. Rightness is known by intuition in the mind. Respect for it gives one expert in
living.

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One of the noblest words among the social virtues is honesty. It is the essential quality in binding
people together in the family, in the community, and in society. It has been esteemed in the lives
of people in all civilizations, even though the standards have been different from time to time
and from place to place. It would be difficult to imagine what life would be like it we gave up
such a fundamental rule of conduct.

8.8 Meetings Are Communication

Gathering, assembling or coming together of two or more persons face to face for the purpose of
transacting some business is called a meeting. An assembly of number of people may be for
entertainment, discussion, may be social, economic, political and the like. A group of people
meeting together is an interaction. They may be conferences, seminars, conventions, discussions,
interviews, teams, committees etc. A meeting is an oral communication tool which facilitates
exchange and interaction between participants.

The process of meetings:

1. Informational

The purpose is to present ideas, data, techniques etc., to the people concerned in a minimum
possible time.

Methodology: Lectures, guided discussion and demonstration. Visuals: Films, charts, slides,
posters, stickers, models etc.

Participation Style: Questions, stories, case studies etc. Control of Group: Activities rest solely
with the leaders.

Communication is downward - from the leader to the group.

Scientific Objectives: To present facts, to win support, to demonstrate work procedure, to layout
policy, to, interpret policy, rule or procedure and to stimulate action.

2. Advisory

Purpose: To gather and seek advice, information, suggestions, recommendations etc .relating to
problems

Methodology: Lectures, role-play, free or guided discussion, case method etc.

Participation Style: Questions, case examples, arguments, demonstration. Control of Group:

shared by leader and group with leader being principally responsible. Communication flows both
ways. Discussion plays an important role.

The leader draws upon the participant's experience, knowledge and insights to guide him in
arriving at a decision. The group acts as consultants since they help in arriving at the decision
and are more likely to accept it or give it their whole hearted cooperation.

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Specific Objectives: To gather facts, information and opinions, to develop possible solutions, to
draw upon knowledge of specialists and to establish bases for greater acceptance of decisions.

3. Problem-Solving

Purpose: To reach a decision, solution or fundamental understanding of a problem.

Methodology: Lecture, demonstration, role-play, past experience etc.

Visuals: Diagrams, charts; models, films, slides etc.

Participation: Free discussion, team assignment, buzz?: groups, brainstorming, fish¬ Bowl etc.

Control: Shared by leader and group, with group being principally responsible.

8.9 Privileges in Speech

Every speaker has to be acquainted with the nature of privilege available in speaking. A favor or
right available in certain circumstances while speaking is called privilege in speech. A person is
said to have a privilege when persons making oral statements are protected from legal action for
defamation.

8.10 Defamatory Speech

Any action of trying to harm the reputation of someone is called defamation. Therefore, any oral
statement tending to damage some one's reputation is defamation. An imputation that directly or
indirectly lowers the moral or intellectual character of someone in respect of his 'caste or of his
calling, or lowers the credit of that person, or causes it to be believed, that the body of that
person is in a loathsome state or in a state generally considered as disgraceful.

8.11 Merits of Oral Communication

Oral communication has certain advantages. The most important merits of oral communication
are as follows:

Feedback is a fundamental element to make communication effective. Feedback as a

process ensures whether or not the receiver properly understood the message. In oral
communication, feedback is instant and quick. '
In oral media it is possible to save considerable amount of time, reduce duplication and
errors. Oral communication results in saving in cost by way of saving in stationery,
typing, paper and other accidental cost in various departments.
Easy understandability of message is, quite large in oral communication so that the
receiver and respond quickly and correctly.
In oral communication it is easier to understand the listener. It is possible to clarify and
explain the viewpoints immediately.
The importance of coordination cannot be overemphasized. The problem of management
today is coordination in group activities.

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 Oral communication is always direct and personal promotes effective coordination.
The media of oral communication is more effective than the other media.
It permits the use of labor saving-devices, which are mostly mechanical devices such as
speaking tubes, Dictaphones, telephones etc.
Oral communication ensures decentralization in communication, because everyone can
speak to others in a language known to the speaker and the listener(s). '
Accuracy, speed, quick decisions, proper planning, informal relations and morale
building and other merits are also associated with oral communication.

8.12 Demerits of Oral Communication

 Oral communication is not suitable for external and distance communication. Since it is a
medium using word of mouth, it creates noise and disturbs the work of others on account
of the noise it creates. '
 Secrecy of official matters cannot be maintained. People with inverse educational,
literacy and linguistic backgrounds may not derive the benefits of oral communication.
 Where mechanical devices are used, all people may not have the facility or may not be
familiar with the technicalities. '
 Timely presence is a key to successful of oral communication. Absence of either sender
or receiver creates problems.
 There is no documentary proof or evidence. Lack of record for future reference, poor
memory forgetful nature and absent mindedness may create a lot of problems in office
work.
 Oral communication is not possible effectively when the communicator and the recipients
are far off.
 Introduction of mechanical devices for oral communication involves a lot of capital
investment and recurring expenditure.
 Lack of language skills, vocabulary, stage-fright, bad listening habits, bad expressions
and many other barriers to communication are responsible for ineffectiveness in oral
communication.

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