COMMUNICATIONS AND MARKETING –

PERSONALITY: ATTITUDES &

PERCEPTION - THE OPEN
COMMUNICATION CLIMATE
By Mrs Neha Juglaul
COMMUNICATION SKILLS LEAD
TO SUCCESSFUL MARKETING
 Good communication skills are skills that
facilitate people to communicate effectively
with one another. Effectual communication
engages the choice of the best communications
channel, the technical know-how to use the
channel, the presentation of information to the
target audience, and the skill to understand
responses received from others. Self
development, interpersonal skills, mutual
understanding, mutual cooperation and trust are
also important to set a complete channel of most
effective and winning communication skills.
INTERPERSONAL
COMMUNICATION SKILLS
 Simply put interpersonal skills are the skills we use to
interact or deal with others. Interpersonal skills are
sometimes also referred to as communication skills,
people skills and/or soft skills. How we deal with others
can greatly influence our professional and personal lives,
improving these skills builds confidence and enhances our
relationships with others

 Interpersonal communication is the process by which people

exchange information, feelings and meaning through verbal
and non-verbal messages. This definition highlights the
important fact that interpersonal communication is not only
concerned with what is said, i.e., the language used, but
how it is said, e.g. the non-verbal messages sent, such as
tone of voice and facial expressions.
IMPORTANCE OF GOOD
COMMUNICATION SKILLS
 The importance of good communication skills can never be
ignored or neglected. With good communication skills, you can
have a team of members who together create an ambience of
open communication, concise messages, probe for clarifications,
recognize nonverbal signals, and mutual understanding.

 Good communication skills are an invaluable asset to everyone.

While the importance of verbal communication cannot be
underestimated, one cannot do away or ignore written
communication. A simple billboard, carrying a well written
message, manages to hold our attention at a crossing while
authors have been mesmerizing voracious readers by the power
of their words. The enthralled reader flips through the pages,
reading well into the night, without giving much thought to the
mode of communication. The above examples clearly illustrate
the importance of communication skills.
HOW TO RECOGNISE NON
VERBAL COMMUNICATION
 Paying special attention to nonverbal signals
in the workplace will enhance your ability to
communicate successfully.
 We have six general categories:
 Facial expression
 Gesture and posture
 Vocal characteristics
 Personal appearance
 Touch
 Time and space
NON VERBAL COMMUNICATION
 Facial expression: your face is the primary
vehicle for expressing your emotions, it
reveals both the type and intensity of your
feelings. Your eyes are especially effective
for indicating attention and interest,
influencing others, regulating interaction and
establishing dominance.
 Gesture: the way you position and move your
body expresses both specific and general
messages, some voluntary and some
involuntary. E.g hand gesture
NON VERBAL COMMUNICATION
(CONT)
 Vocal characteristics: voices carries both
intentional and unintentional messages. A speaker
intentionally control pitch, pace and stress to
convey a specific message. Unintentionally vocal
characteristics can convey happiness, surprise,
fear and other emotions.

 Personal appearance: although an individual’s body

type and facial features impose limitations, you
can control grooming, clothes, accessories,
piercings, tattoos and hairstyles. To make a good
impression, adopt the style of the people you want
to impress.
NON VERBAL COMMUNICATION
(CONT)
 Touch: touch is governed by cultural customs that
establish who can touch whom and how in various
circumstances. E.g a manager might be comfortable
using hugs to express support or congratulations but
his subordinates could interpret those hugs as a
show of dominance or sexual interest.

 Time and space: like touch, time and space can be

used to assert authority, imply intimacy and send
non verbal messages. E.g some people try to
demonstrate their own importance or disregard for
others by making other people wait whereas some
people respect time.
HOW TO MARKET A PRODUCT
OR SERVICE SUCCESSFULLY
 Pay attention to the facial expressions
 Maintain eye contacts
 Be conscious of nonverbal cues you could be
sending
 Don’t overcompensate for your own stress by
smiling too broadly
 Listen for vocal characteristics that can signal the
emotions underlying the speaker’s words
 Recognise that listeners are influenced by
physical appearance
 Be careful with physical touch as it can convey
both positive attributes or negative
DEVELOP YOUR BUSINESS
ETIQUETTE
 Etiquette is now considered as an essential
business skill. Nobody wants to work with
someone who is rude to colleagues or an
embarrassment to the company. Morever
shabby etiquette can drive away customers,
investors and other critical audiences and it
can limit you career potential.

 Workplace etiquette includes a variety of

behaviours, habits and aspects of nonverbal
communication.
DEVELOP YOUR BUSINESS
ETIQUETTE (CONT)
 Although it isn’t always thought of as an
element of etiquette, your personal
appearance in the workplace sends a strong
signal to managers, colleagues and customers.
 Pay attention to the style of dress where you
work and adjust your style to match
 Grooming is as important attire. Pay close
attention to cleanliness.
 Give the telephone’s central role in business
communication, phone skills are essential in
most professions.
BUSINESS ETIQUETTE IN SOCIAL
SETTINGS
 From business lunches to industry conferences you may
represent your company when you’re out in public. Make sure
your appearance and actions are appropriate to the situation.

 Get to know the customs of the culture when you meet new
people. E.g handshake to say hello, head bow to say hello
 When introducing yourself include a brief description of your
role in the company.

 Finally always remember that business meals are a forum for

business period. Don’t get on your soapbox about politics,
religion or any other topic that’s likely to stir up emotions.
Don’t complain about work, don’t ask deeply personal
questions and be careful with rumour – a joke that entertains
some people could easily offend others.
BUSINESS ETIQUETTE ONLINE
 Electronic media seem to be a breeding ground for poor
etiquette.
 Few guidelines to follow whenever you are representing your
company while using electronic media:
 Avoid personal attacks, respect boundaries
 Stay focus on the original topic
 Don’t present opinions as facts and support facts with evidence
 Follow basic expectations of spelling, punctuation and
capitalisation.
 Use virus protection and keep it to date
 Ask if this is good time for an IM chat
 Watch your language and keep your emotions under control
 Never assume privacy
 Don’t use reply to all in email unless everyone can benefit from
your reply
WHY ARE COMMUNICATION
SKILLS ESSENTIAL?
 In any form of business, communication is an internal as
well as an external affair. The success of the business rests
upon communication and it has become all the more
essential due to the following reasons:
o Mutual co-operation: People have to perform different
tasks. Sound communication is essential for ensuring
mutual co-operation and understanding between people.

o Technological advancements: Rapid changes in science

and technology lead to obsolescence of technology and
knowledge. In order to upgrade technology, entrepreneurs
must persuade their employees to accept new technology.
Regular communication becomes necessary to update
knowledge and to provide the skills needed to apply new
technology.
WHY ARE COMMUNICATION
SKILLS ESSENTIAL? (CONT)
o Competition: Liberalization and globalization have resulted in
severe competition between and within business. Persuasive
communication in the form of advertisements, personal contacts
and publicity becomes essential to survive in the race of
competition.

o Trade union movement: In all sectors, employee unions

are very strong and powerful. Managers must consult union
leaders on several matters. The exchange of information and
ideas between entrepreneurs and union officials helps to
maintain healthy relations between them.

o Human relations: Effective communication is necessary to

develop mutual trust and confidence. Participation in the
decision-making process and other means of communication
help to develop a sense of belonging and loyalty.
WHY ARE COMMUNICATION
SKILLS ESSENTIAL? (CONT)
o Public relations: Society expects more and more from its
members in organizations. Entrepreneurs and managers have
to keep Government, distributors, suppliers, investors and
other sections of society well-informed about their
contributions to society. Public relations help to improve
image in society and big enterprises employ professional
experts for this purpose.
o Personal asset: Communication skill is essential for success
in every job. Entrepreneurs and Managers are required to
deliver speeches, write documents and conduct interviews.
The ability to communicate effectively is equally essential for
promotion in career.

 Good communication is the foundation of good business and

entrepreneurial skills. It is essential not only for the growth and
success of the business but also for personal growth.
BENEFITS AND IMPORTANCE OF
EFFECTIVE COMMUNICATION
 If a manager is able to communicate his/her ideas clearly, so that
employees definitely know what is asked of them, the subordinates
will, consequently, perform their jobs correspondingly. On contrast, an
aggressive way of managing reports results in employees’ getting
more and more frustrated, often guessing what their real faults
 A good style of entrepreneurship , as well as a positive approach to
communication, ensures that the entrepreneur and the employee
understand each other, and are more effective at the workplace
 Effective communication provides individuals with a clear
understanding of what is demanded from them, with knowledge of
what to do and what to expect.
 Effective communication can be done using various internal journals,
magazines, pamphlets and intranet. They can serve as official proof of
the happening of an event and other information.
 Effective listening and trusting the speaker are two essential elements
which help people concentrate on the subject matter of
communication. While communicating, all people should keep the
objectives of communication in mind and avoid any bias towards each
other.
BENEFITS AND IMPORTANCE OF
EFFECTIVE COMMUNICATION (CONT)
 Communication establishes a bond among people and
effective communication helps people save their precious
time and increase personal and professional productivity.
 Attempts should be made to seek feedback from the
receivers of information to ensure that communication has
actually taken place. Without a proper feedback, the
process of effective communication is incomplete.
 Communication helps people understand what is expected
of them and how to convert their talent into performance
 Effective communication reduces the chances of mistakes
and misunderstandings. When there is greater and more
effective interaction between persons there will be lesser
number of mistakes and misunderstandings.
PERSONS WHO HAVE DEVELOPED EFFECTIVE
COMMUNICATION SKILLS ARE ABLE TO:

 Listen attentively and empathically, enabling them to minimize and

resolve conflict, resulting in less frustration and stress.
 Form and maintain good interpersonal relationships at all levels, creating
better co-operation between people.
 Form and maintain good relations with external publics.
 Speak effectively, thereby being able to provide and exchange
information and give sensible feedback.
 Motivate and encourage people to be more productive in reaching
specific goals.
 Consider problems logically, make decisions about what they think and
therefore solve problems effectively.
 Persuade colleagues to think the way they do, increasing effective team
work and group discussion.
 Save time and money.
SUMMARY
 Good communication is an essential skill in
being personally effective. It is also an essential
skill for everyone who works for supervisors and
managers or who is part of a team at work,
home or socially. How often have you felt that
someone doesn’t understand, that they take you
for granted, that you’re not taken seriously,
that people twist what you’re saying, that your
rights have been ignored, angry that you can’t
express yourself at the time. Most of us will
have felt at least some of these at some time or
another.
QUESTIONS
 Why do you think people are more likely to
engage in rude behaviours during online
communication than during in person
communication?
 Why is etiquette an important business skill?
 Plan a marketing activity to be undertaken
by your company. Discuss about the
questions you will ask your customers and
also on your behaviour.
 How will you dress to attend an annual
meeting in your workplace?