CHAPTER - FOUR

Types of Communication
Types of Communication
 Communication is the transfer of ideas and
information from one person to another person. It
is a bridge of meaning among people so that they
can share what they feel and know. By using this
bridge, a person can safely cross the river of
misunderstanding that sometimes separates people.
To make successful communication there are
different methods/ways.
Different types of communication can be
depicted by the following diagram :
Types Of Communication
Types of Communication(Based on Parties)

 Based on parties/Location of the receiver :

Depending on the location of the receiver there are
two types of communication :

1) Internal communication
2) External Communication
Types of communication (Based on Parties)

 Internal Communication : Communication among

the members of an organization is known as internal
communication. That is when executives and
employee of an organization communicate each other
within the organization then it will be labelled as
internal communication.
 External Communication : When executives and
employees of an organization communicates or
exchanges information with outsides of the
organization then it is called external communication.
Differences between Internal and External
Communication
Types of Communication (Based on Formality)

 Based on formality : Based on formality

communication may be two types :

1) Formal communication
2) Informal communication
Types of Communication (Based on formality)

 Formal communication : When information exchanged through

formal organizational channels by following fixed rules then it is
known as formal communication. Formally, a clerk working in any
of the sections cannot directly communicate with the managing
Director. He must talk to his supervisor, who will pass on the
message to the departmental manager, from where it will go to the
Managing Director. This is formal communication.

 Informal Communication : Fixed rules and systems can not

prevent people from talking with each other. Thus the
communication that takes place with in and outside of an
organization through unofficial lines can be labelled as informal
communication.
Formal Vs informal
Points of Formal Communication Informal communication
Difference
Definition When communication takes place Any communication by
through the formal official passing the formal channels
channels then it is known as can be termed as informal
formal communication. communication.
Flexibility Formal communication is not It is flexible
flexible
Degree of control It is totally controlled by the It can not be controlled like
management formal communication
Evidence It has documentary evidence It has no documentary
evidence.
Flow of In formal communication But in informal
communication information can flow only upward communication information
and downward. flows freely to all direction
Speed Speed of communication is slow Very fast
Cost It is expensive It is less expensive
Types of Communication (Basis of information
flow)

 On the basis of information flow : Depending on

the flow of information there are different types of
communication :
1) Vertical communication
2) Horizontal communication
3) Cross/Diagonal communication.
Vertical Communication
 Vertical Communication : When communication
takes place between superior and subordinates then
it is known as vertical communication. Here flow
of information can be of two types :
 Downward
 Upward
Vertical Communication (Downward)

 Downward : It is flow of information from higher authority to lower

authority. The Managing Director communicating with the departmental
heads, a manager giving a directive to an assistant manager or a
supervisor, a foreman instructing a worker, are all engaged in the process
of downward communication. Orders, individual instructions, policy
statements, job-sheets, circulars, etc, fall under downward communication.
Its objectives are :
 To give directives about some job.
 To explain policies and organizational procedures.
 To apprise the subordinates of their performance.
 To give the subordinates information about the rationale of their job so
that they understand the significance of their job in relation with the
organizational goals.
Vertical Communication(Downward)

Its limitations are :

 Under-communication or over communication.

 In case of a long line of communication, there may be.....

 Delay
 Loss of information

 Distortion

 Resentment by subordinates staff.

To make it effective :
 Managers should be adequately informed.

 Managers should be clear about how much to communicate.

 Some authority should be delegated to lower levels to shorten the line of

communication.
 Information should be passed on to the correct person.
Vertical communication(Upward)
Upward Communication : When information flows from the lower
level employees to the superiors then it is known as upward
communication. In an organization employees also need to convey
message to the executives or to provide feedback. This type of
communication is also known as bottom-up communication.

Its importance are :

 Provides feedback to the superiors.

 Releases the pent-up emotions of the subordinate staff.

 Provides the superiors with useful suggestions.

 Makes the introduction of new schemes easier.

 Promotes harmony.
Vertical Communication(Upward)
Its channels are :
 Superiors keep an open door.

 Complaints and suggestions boxes.

 Social gatherings.

 Direct correspondence.

 Reports

 Counselling

Its limitations are :

 Employees are reluctant to express themselves.

 Employees fear that their criticism may be interpreted as a sign of their

personal weakness.
 Great possibility of distortion.

 Bypassed superiors feel insulted.

Vertical Communication(Upward)
To make it effective :
 Superiors should take initiative to get close to the

subordinate staff
 Keeping the line of communication short.

 Prompt redressed of legitimate grievances.

Horizontal Communication
 Horizontal Communication : Communication
between departments or people on the same level in
the managerial hierarchy of an organization may be
termed as horizontal or lateral communication. It is
the most frequently used channel of
communication. Workers communicating with
other workers, clerks exchanging information with
another, supervisors holding a coffee-break session
to discuss some organizational problems are all
engaged in horizontal communication.
Horizontal Communication
Its importance are :
 It is important for promoting understanding and coordination among

various people or departments.

 It helps reduce information loss or distortion that may occur when

information passes vertically through many different levels.

 Information are quickly transmitted from one place to another place

or from one person to another person.

It is carried on through-
 Face-to-face discussion,

 Telephonic talk,

 Periodical meetings

 Memos
Horizontal Communication
Its limitations are :
 Sometimes too much horizontal communication

creates problem for the management and

controlling may become difficult as the horizontal
communication increases.
 Lack of discipline.
Vertical Vs Horizontal
Points of Vertical Communication Horizontal
difference communication
Definition When information are exchanged In case of horizontal
between superiors and subordinates of an communication
organization then it is known as vertical information are exchanged
communication between the employees of
same rank/level of an
organization.
Degree of It is more formal than horizontal Use both formal and
formality communication informal channels of
communication
Media Use both written & oral media, but Communication is more
basically uses written media dependent on the oral
media
Coordinatio It enhance the coordination between Coordination between the
n superiors and subordinates employees of different
departments increased
Secrecy In this case secrecy can be maintained Maintaining the secrecy is
difficult
Cross/Diagonal Communication
 Cross/Diagonal Communication :
Communication across the formal chain of
command is known as cross or diagonal
communication. In this case executives and
employees of different departments and of different
levels communicates each other without
maintaining the official channels.
Grapevine
 Grapevine : In any organization there may operate informal channels
of communication called grapevine which does not follow any set rules,
no set lines, but spreads like the grapevine –in any direction, very fast.

 The grapevine is an informal communication system. It consists of

gossip and rumour. More information can be transmitted through
grapevine. There is a negative idea about grapevine but the reality is it
coexists with the formal communication system.

 According to Oxford Dictionary : “Grapevine is the means of

transmission of a rumour.” It is an unstructured but effective network
of communication through which information can be transmitted to
many people at a time rapidly.
Grapevine
 According to prof. Rajendra pal-“Grapevine is
an informal channel of communication, primarily
on channel of horizontal communication; it can
flow even vertically and diagonally.”
 According to prof. Keith Devis,-“ Grapevine
arises from social interaction, it is as fickle,
dynamic and varied as people are. It is the exercise
of their freedom of speech and is a natural, normal
activity.”
Grapevine
Its Features are-
 It is not controlled by management

 It is perceived by the most employees as being more believable and reliable

 It is largely used to serve the self interest of those people within it.

Its importance are :

 Grapevine can be used as a supplement to other channels.

 It may help improve inter-personal relations and organizational solidarity

 Quick transmission of information is possible

 Grapevine helps management to know what the subordinates think about

management and the organization.

 It acts as a kind of safety value for the pent-up emotions of the subordinates
Grapevine
Its limitations are :
 The swiftness with which the grapevine operates may cause

enormous damages to organization and management

 It may spread baseless or distorted news which may prove harmful to

employees themselves
 The grapevine information being incomplete, it may be

misinterpreted and misunderstood.

To use effectively, the manager should-
 Keep an eye on rumour-managers

 Use it primarily for feedback

 Contradict rumours promptly

 Involve the workers in the decision-making process

Consensus
 Consensus : Different men-different minds, like our
finger prints our thinking process is also different from
others. It is the fundamental right of a person to
express his/her opinion regarding a particular matter.
But there are some issues where a ‘general
agreement’ is essential. Reaching at a general
agreement is not an easy task, sometimes executives or
the top management feel helpless in this regard. For the
greater interest of the company subordination of
individual interest to the general interest is
indispensable.
Consensus
 Consensus is a general agreement of opinion
(Oxford Dictionary : 2003). It is an expression of
harmony among different views. Consensus is the
unique process which creates an ‘unity in
diversity’.
 In the words of Prof. Rajendra Pal- “Consensus
is the process of arriving at agreement through
consultation”.
Consensus
Its advantages are :
 Consensus decisions easy to accept

 Promotes harmony, checks conflict and disputes

Its disadvantages :
 Dissent is often stifled in the name of consensus

 May degenerate into a process of mutual

accommodation
 May project a false image of the management.
Mass Communication
 Mass communication : The word ‘Mass’ means ‘large group of
people’. When communication takes place among large group of
people then it can be termed as mass communication.

 Generally, by ‘communication’, we mean ‘two way

communication’, where there are only one sender and one
receiver. But in case of mass communication the number of
receiver is more than one. Thus it can be stated that, mass
communication is that type of communication where
information can be transferred to a large group of people in the
same time through any media.
Mass Communication
In the words of R. P. Molo, “Mass communication
is such a process through which any individual,
firms or organization and government of the state
communicates with the people”.
McFarland said, “Mass communication is the
process of creating feelings on a particular matter
among the general people and transmitting ideas of
the sender”.
 Mass Communication
Media of Mass communication :
 Traditional media (like- theatre, drama, jatra and so on)

 Print media (like-newspaper, magazine, leaflets and so on)

 Audio media(like radio)

 Audio –visual media( like television)

Its importance are :

 Economic activities

 Introducing new products

 Market survey

 Social activities
Thank You