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 Role of Communication
Helps us understand:-

¢ What factors are relevant to this situation.

¢ Objective -
What do I want to accomplish in this situation.

¢ Approach -
Which is the Better way of doing it.

¢ Technique -
What specific methods should I use to solve it.
 Communication Defined
¢ ³Communication is interchange of thoughts , opinions,
information, by speech, writing or signs´
- Robert Anderson
(Professional Selling)
¢ ³Purposive interchange, resulting in workable
understanding and agreement between the sender and
receiver of a message´
- George Vardman
(Effective Communication of Ideas)
Business Communication Defined

¢ ³Business communication is any

communication used to build partnerships,
intellectual resources, to promote an idea, a
product, service, or an organization ± with the
objective of creating value for your business.´
 Internal and External
Communication

¢ Business Communication encompasses a

huge body of knowledge both internal and
external for any business.

¢ Internal communication includes

communication of corporate vision,
strategies, plans, corporate culture, shared
values and guiding principles, employee
motivation, cross pollination of ideas etc«
¢ External communication includes branding,
marketing, advertising, customer relations,
public relations, media relations, business
negotiations, etc.
¢ Whatever form it takes, the objective remains
the same ± to create a business value
 ÷ajor Classifications:-
¢ Can be classified on basis of..«..
¢ A) number of persons/ receivers to whom message is
addressed:-
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Intrapersonal talking to one¶s own self.
E.g. Dramatic works.
¢ ii) Interpersonal :- exchange of messages between two
persons.
E.g. conversation, dialogue, an interview, some other
cases like« an author, a letter etc.
¢ iii) Group:- Can be among small groups like organization,
club, class rooms where all individuals retain their
individual identity.
¢ iv) ÷ass:- occurs when the message is sent to large groups
of people
E.g. news paper, radio, T.V etc.
B) On basis of medium employed««
¢ i) Verbal:- means communicating with words, written or
spoken
¢ ii) Non verbal :- includes using of pictures signs, gestures
and facial expressions for exchanging information between
persons
¢ E.g. personal space, touch, eyes, sense of smell and time.
¢ iii) ÷eta communication:- the speaker¶s choice of words
unintentionally communicates something more than what
the actual words state.
Purpose of communication
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 Process of communication
¢ The Linear ÷odel
¢ Involves 5 basic questions ± who?, says
what?, on which channel?, to whom?, with
what effect?
¢ One way process


¢  Intended
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receiver.
¢ Assumptions that no distortions while the
message passes
¢ Shannon Weaver ÷odel :-
¢ First to point that messages can change or be blocked
¢ Brought in the concept of noise
¢ Introduced feedback as corrective to noise which may again not
be an integral part of communication process
¢ Viewed as another act of communication
¢ Two Way Communication Process:-
¢ Concept is more contemporary
¢ Receiver also acts as sender of feedback to complete the
two way flow of communication
¢ Also known as transactional communication

  
 

   

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¢ Common Problems in Two way communication:
¢ No perceived benefit to the audience
¢ Noise, disturbances-hard to hold attention
¢ Variations in listening skills
¢ Complexity of subject matter/message
¢ Time restraints
¢ Personal biases, hostility
¢ Responding to difficult questions
¢ Sidestepping sensitive issues
¢ Barriers to Communication
¢ Noise
¢ Selective perceptions
¢ Filtering
¢ Information overload
¢ Loss by transmission
¢ Poor retention
¢ Poor listening
¢ Emotions
¢ Lack of planning
¢ Ynclarified assumptions
¢ Semantic problems
¢ Cultural barriers
¢ Socio psychological barriers
¢ Goal conflicts
¢ Offensive style
¢ Time and distance
¢ Abstracting
¢ Slanting
¢ Inferring
¢ Characteristics of successful
communication
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 Importance of communication in
management
¢ Communication skills constitute an important
aspect of effective management.
¢ Some important functions of managing are -
forecasting , planning , organizing, instructing,
coordinating, controlling.
¢ Communication is the system by which these
operations are led and coordinated and the results
fed back
¢ Need for communication in management :-
(Advantages)
¢ To increase job performance and effectiveness
¢ To promote employee commitment
¢ To effect changes smoothly
¢ Inform and persuade employees regarding certain
decisions and reasons behind.
¢ To help understand role of an individual in an
organization
¢ To update employees information about the
developmental activities
¢ Reasons facilitating need for corporate
communication:-
¢ Size of an organization
¢ New developments in IT
¢ The concept of human capital
¢ Need to learn corporate etiquette - how to greet,
shake hands, dress for success, listen converse
with seniors, clients, ladies etc«
Hence the need for man power
equipped with these skills are necessary.
¢ Why managers need communication skills

¢ To perform the following roles-

¢ Interpersonal role
¢ Informational role
¢ Decisional role

All these functions are performed with

the knowledge of human needs
¢ Communication structure in an organization
¢ Vertical -
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¢ Communication can be divided into two types:
¢ I) Formal:
¢ a) Line relationship-
Line of authority sets down the path
of communication ( general indication can be
³through proper channel´ etc..)
¢ b) Functional Relationship-
Occurs when departments inform
work and related organizational matters to each
other
¢ c) Staff relationship:-
¢ Supports line management, marketing, and
production. For e.g. communication relating to
personnel, public relations, administration etc.

¢ II) Informal :-
¢ Ysually flows through ----
¢ Chat :-
¢ Grapevine:- can be attributed to a reliable source
¢ ÷erits of informal communication:-
¢ Yniting force
¢ Speed
¢ Creation of ideas
¢ Good personal relations

¢ Limitations:
¢ Rumors
¢ Inadequacy
¢ Changing interpretations
Crisis Communication

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 Communication in crisis
¢ Definition of a Crisis
¢ Any situation that«
¢ Threatens the operations of an organization
¢ Negatively impacts the reputation of an organization
¢ Affects the lives of beneficiaries, employees or other
stakeholders
¢ Can be a natural or man-made disaster
¢ Weather-related, terrorist attacks, arson, IT theft, etc.
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Nature of Crises

¢ Incident is brief, but its impact is

devastating
¢ Long recovery periods
¢ Response involves:
¢ Reputation repair/communication
¢ Disaster recovery
¢ Continuation of business operations
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Assessing situation

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 Designing Tools &
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Crisis Communication ÷ission

¢ Act in a decisive and timely manner

¢ Educate those affected with accurate, up-to-date
information (Proactive Approach)
¢ Involve senior management
¢ ÷anage reputation of organization
¢ Establish Crisis Communication Team